Jurisdiction(s):
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...

Poland: influencer marketing and advertising law—disclosure obligations, sector-specific restrictions, sanctions, IP ownership and key contract clauses

Published by a LexisNexis TMT expert

Practice notes

This Practice Note is chiefly for brands and Advertising agencies looking to work with Social media influencers (or other talent) on social media marketing campaigns and promotional advertising in Poland. It covers:

Influencer marketing as a form of advertising
Disclosure Requirements
Applicable advertising regulations
Sanctions for inadequate disclosure
Ownership of influencer content
Key provisions in influencer contracts

Influencer marketing as a form of advertising

Although influencer activity is extremely popular in Poland, there are no statutes aimed specifically at it. The law treats influencer marketing as advertising, so in practice the full body of advertising rules applies. In September 2021, the President of the Office of Competition and Consumer Protection (UOKiK) opened an investigation into the proper labelling of sponsored material by influencers. This led, in September 2022, to the release of an official guide on labelling advertising content by influencers in social media. The guidebook was created in co-operation with Poland’s principal advertising industry bodies—namely IAB Poland, the SAR Marketing Communications Association and the Advertising Council (which is also responsible for self-regulation of advertising in Poland and adopted the Code of Ethics)...

To view the latest version of this document and thousands of others like it, sign-in with LexisNexis or register for a free trial.

Piotr Dynowski , LL.M.

Bird & Bird

Piotr Dynowski is a partner and head of the IP, media, tech and comms practice at Bird & Bird’s Warsaw office. He is an attorney-at-law (radca prawny). Piotr is one of the leading intellectual property experts in Poland. He advises on a wide range of contentious, commercial and regulatory matters in the most innovative sectors, such as pharmaceuticals, electronics, media, entertainment, sports, advertising, IT and telecommunications. In particular, Piotr supports clients in developing and implementing comprehensive pretrial and litigation strategies for the protection of intellectual property, and represents clients at all levels of proceedings before common courts, administrative courts and the Polish Patent Office. He has represented clients in many multimillion-euro and precedent-setting disputes. He supports clients in business transactions related to the transfer and acquisition of intellectual property rights, as well as in matters related to media rights, image rights,...

Aleksandra Żebrowska

Bird & Bird

Aleksandra Żebrowska is an associate in the Intellectual Property team of Bird & Bird. She has been advising clients since 2016. Aleksandra specialises in matters involving various aspects of intellectual property law, with a special focus on trademarks, patents, copyrights and unfair competition. She has participated in complex IP litigation, involving patent and trademark infringements in particular, the invalidation of industrial property rights, before the common courts, the Polish Patent Office and administrative courts. She is well versed in the protection and commercialisation of IP rights, the enforcement of trademark and patent rights as well as the transfer and licensing of new technologies. She also specialises in providing legal assistance to companies operating in the TMT field, including companies from the gaming and advertising sectors as well as TV broadcasters and publishing houses. She has participated in diverse...

Web page updated on 21/05/2026

Popular documents

Using the Judicial College Guidelines to assess general damages in personal injury claims

When evaluating a general damages claim, the practitioner ought initially to refer to the Judicial College Guidelines (JCG)...

Tomlin orders in England and Wales: CPR guidance on drafting, confidentiality, approval, variation, enforcement, limitation, CCA issues, court-specific requirements, sample wording and precedents

This Practice Note This Practice Note reviews mechanisms used in settling litigation. A Tomlin order consists of a consent order paired with a schedule. It operates to stay proceedings on terms that have been agreed. The provisions contained in the schedule may remain confidential. This Practice Note describes the scope of confidentiality attaching to the schedule and sets out how it differs from a standard consent order. Sample wording for a Tomlin order is included, alongside links to precedents, as well as guidance on court approval. It also addresses varying, setting aside and enforcing a Tomlin order, including the considerations the court will take into account when handling applications for each. Further guidance is provided on interpreting and applying the relevant provisions of the CPR; however, some courts and divisions impose very specific requirements for both drafting and approval, and for approaching the schedule and confidentiality issues. Accordingly, you must consider the particular rules and court guide provisions in the forum where your claim is proceeding when drawing up the Tomlin order...

Precedent: Deed of Surrender of Lease with Optional Premium, Settlement and Release, Landlord, Mortgagee and Guarantor Consents, Reimbursement and HM Land Registry Provisions (England and Wales)

Date [ date ] Parties [ name of Landlord ] [ of OR incorporated in England and Wales (company registration number [ number ]) with its registered office at ] [ address ] (Landlord) [ name of Tenant ] [ of OR incorporated in England and Wales (company registration number [ number ]) with its registered office at ] [ address ] (Tenant) [ [ name of Guarantor ] [ of OR incorporated in England and Wales (company registration number [ number ]) with its registered office at ] [ address ] (Guarantor) ] [ [ name of Mortgagee ] [ of OR incorporated in England and Wales (company registration number [ number ]) with its registered office at ] [ address ] (Mortgagee) ] Definitions Within this Deed, the terms below shall be interpreted as follows: [ Annual Rent • the annual sum reserved under the Lease; ] [ Insurance Rent • the Tenant’s share of the Landlord’s costs of insuring the Property (as set out in the Lease); ] Lease • the lease of the Property dated [ date ], entered into between (1) [ the Landlord OR [ name ...

Precedent Statutory Declaration: Standard Wording under the Statutory Declarations Act 1835

I, [ name ], of [ address ], solemnly and sincerely state that: [ Matters to be verified, set out in numbered paragraphs ] I make this solemn statement in good conscience, believing it to be true, and pursuant to the provisions of the Statutory Declarations Act 1835. DECLARED at [ details ] this [ day ] day of [ month and year ] Before me ................................................................................ [ signature of the person before whom the declaration is made ] A [ commissioner for oaths OR [ solicitor OR [ insert other qualification ] ] authorised to administer oaths ]...