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...

Portugal influencer marketing: legal compliance, disclosure rules, sector-specific restrictions, EU DSA obligations and key terms for brand-influencer agreements

Published by a LexisNexis TMT expert

Practice notes

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Practice Note

This Practice Note is principally for brands looking to work with influencers on social marketing campaigns and Advertising in Portugal. It offers a high-level outline of the main Portuguese considerations, including points to address when negotiating an influencer contract. It is meant to summarise the Portuguese issues and the matters to weigh up when negotiating influencer arrangements. Over the past ten years, there has been a steady, unmistakable move away from traditional channels—TV, outdoor and print—towards digital outlets, especially Social media. Social networks serve as the arena for such content and the sway over purchasing behaviour. Influencers create digital materials, often via social networks, and can shape consumer behaviour, which makes them particularly appealing to brands. In Portugal, there are no bespoke legal provisions that apply solely to influencers. The Portuguese consumer regulator (Direcção-Geral do Consumidor) examined the rise of influencers, and in particular the dynamics between brands and influencers, and concluded in 2019 that no legislative reform was required. The consumer watchdog considers that existing advertising rules and the regime on unfair commercial practices adequately cover the legal questions arising when brands use influencers to promote their products. Nonetheless, given the considerable effect that the content produced...

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Daniel Reis

DLA Piper

Daniel Reis practices in the area of Technology, with particular focus on Data Protection, Privacy and Security, Technology Transactions, Telecom, and Cybersecurity. His clients include companies in a range of sectors including software, electronic communications, and consumer products....

Web page updated on 21/05/2026

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