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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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Belgium: federal and regional legal framework for social media influencer marketing—transparency, sector-specific advertising controls, enforcement, IP ownership and contracting considerations
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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 videos, and product placements. Influencers wield notable capacity to shape the buying behaviour of their followers. That impact comes with a spectrum of obligations, since their messages can render consumers especially vulnerable to new products or emerging trends across the platforms and formats described above, influencing reactions to promoted brands and the products featured in content online...
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Web page updated on 21/05/2026
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