PwC Legal Belgium
2 Experts
1 Contributions by PwC Legal Belgium Experts
PRACTICE NOTES
This Practice Note explores the present legal regime governing social media influencers (influencers) in Belgium. As in many jurisdictions, influencer marketing in Belgium remains pervasive, expanding across multiple platforms and deployed for both commercial and political ends. In 2025, research into how Belgians perceive branding via social media and influencer activity found that 83.9% of 16–24-year-olds said they follow an influencer on social media. Among these, 34% confessed to being steered by an influencer in a recent purchase, and 38% reported they began following a brand because of an influencer. All figures have risen relative to the earlier study carried out in 2023. It hardly needs saying that influencer marketing presents openings for brands and advertising businesses, helping them engage target audiences with greater precision. Influencer promotion manifests in numerous formats, some more understated than others, including adverts, paid-for posts, mid-roll breaks in
TMT
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