Advertising restrictions are difficult to apply to influencer marketing
Posted: Sun Jan 05, 2025 8:51 am
Enforcing the restrictions that Özdemir currently has in place would therefore require influencers to completely give up selling the benefits of foods high in fat, salt and sugar (and this possibility does not seem in any way realistic).
«Social media and the Internet cannot be restricted to certain age groups or certain targets. We therefore expect that the law proposed by Özdemir will be very difficult to implement ,» says Heike Liebermann, a honduras phone number data member of the Federal Association of Influencer Marketing in Germany, in a statement to Horizont . In this sense, and since it is not possible to prohibit children under 14 years of age from following certain influencers on social media, it will probably be the brands that will have to ask influencers to refrain from promoting certain products on 2.0 platforms, says Liebermann.
The compendium of rules presented by Özdemir "is formulated in a very imprecise manner and therefore creates a high degree of legal uncertainty ," stresses Patricia Cronemeyer, a lawyer specialising in influencers.
The restrictions are, in any case, a huge challenge for influencers , who will have to be extremely careful in the future about the content they publish on social media (and when they upload that content to 2.0 platforms). Given the confusing and imprecise legal framework of the restrictions, "it is foreseeable that courts and lawyers will have a lot of work in the coming months. In addition, it remains to be seen whether the measures will actually serve to protect children," Cronemeyer emphasises.
The German Federal Association for the Digital Economy (BVDW) considers advertising restrictions to be generally wrong, but if they are finally implemented, influencer marketing will necessarily have to be taken into account in the new global framework. However, since this area of activity is very difficult to regulate, Thomas Duhr, Vice President of BVDW, advocates self-regulation of influencer marketing.
«Social media and the Internet cannot be restricted to certain age groups or certain targets. We therefore expect that the law proposed by Özdemir will be very difficult to implement ,» says Heike Liebermann, a honduras phone number data member of the Federal Association of Influencer Marketing in Germany, in a statement to Horizont . In this sense, and since it is not possible to prohibit children under 14 years of age from following certain influencers on social media, it will probably be the brands that will have to ask influencers to refrain from promoting certain products on 2.0 platforms, says Liebermann.
The compendium of rules presented by Özdemir "is formulated in a very imprecise manner and therefore creates a high degree of legal uncertainty ," stresses Patricia Cronemeyer, a lawyer specialising in influencers.
The restrictions are, in any case, a huge challenge for influencers , who will have to be extremely careful in the future about the content they publish on social media (and when they upload that content to 2.0 platforms). Given the confusing and imprecise legal framework of the restrictions, "it is foreseeable that courts and lawyers will have a lot of work in the coming months. In addition, it remains to be seen whether the measures will actually serve to protect children," Cronemeyer emphasises.
The German Federal Association for the Digital Economy (BVDW) considers advertising restrictions to be generally wrong, but if they are finally implemented, influencer marketing will necessarily have to be taken into account in the new global framework. However, since this area of activity is very difficult to regulate, Thomas Duhr, Vice President of BVDW, advocates self-regulation of influencer marketing.