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United Kingdom
United Kingdom
Key definition
Social media definition What does Social media mean? In legal practice, social media describes internet-based services that allow users to create, publish, share and interact with content and with each other, often in real time and at scale (for example, social networks, microblogs, forums, blogs, messaging services with group/public features, and video-sharing platforms), as opposed to one-way broadcast media. The term is descriptive rather than a defined statutory term. Regulation is framed through related concepts, including in the UK the Online Safety Act 2023 (covering user-to-user and search services) and the video-sharing platform regime under the Communications Act 2003 (as amended), and in Ireland the Online Safety and Media...
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Austria: influencer marketing compliance: labelling duties, remuneration, Audiovisual Media Services Act rules, sanctions and key influencer agreement clauses, with EU DSA considerations
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Practice notes
Labelling Requirements—the legal framework
This Practice Note is directed chiefly at companies looking to engage influencers for social marketing campaigns and Advertising activities in Austria. It covers:
- Labelling rules—the underlying legal framework
- The concepts of “Remuneration” and “lack of clarity of promotional purposes”
- How to label promotional content appropriately
- Requirements under the Audiovisual Media Services Act
- Sanctions and associated risks
- Written agreements with influencers
The outcome of a campaign depends not only on the quality and price of goods and services, but also on how they are promoted. Striking advertising is therefore decisive. To reach broad audiences and distinct target groups, companies complement self‑marketing by using influencers for their testimonials. This brings multiple advantages: customers of varying ages, backgrounds, mindsets and individual needs can be addressed directly by an authentic role model with a large follower base at relatively modest cost. By skilfully combining objective reporting with advertising, influencers cultivate particularly strong trust within their communities. Nevertheless, this raises legal issues relevant not only for the influencer but also for brands advertising through testimonials...
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Web page updated on 21/05/2026
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