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Making influencers honest: the role of social media platforms in regulating disclosures
Pflücke, Felix
2020In Goanta, Catalina; Ranchordas, Sofia (Eds.) The Regulation of Social Media Influencers
Peer reviewed


Full Text
Oxford Working Paper Felix Pflücke 2019.pdf
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Abstract :
[en] This chapter examines the rules applicable to influencer marketing, and whether the five selected social media platforms (YouTube, Facebook, Instagram, Snapchat, and Pinterest) themselves comply with the relevant legal obligations. The first part elucidates the laws governing hidden marketing in Germany and the United Kingdom, in particular the implementing laws and associated case law under the Unfair Commercial Practices Directive. It then compares and assesses the platforms’ standard terms by deploying an empirical legal approach, namely content analysis. It is revealed that some platforms comply almost entirely with the determined rules, while others do not address disclosures at all. The chapter argues that platform governance through private regulation is suitable to address some of the concerns of hidden influencer marketing, but that a multifaceted approach is necessary, building upon the wealth of policy options considered by European and national regulators.
Disciplines :
European & international law
Author, co-author :
Pflücke, Felix  ;  University of Luxembourg > Faculty of Law, Economics and Finance (FDEF) > Department of Law (DL)
External co-authors :
Language :
Title :
Making influencers honest: the role of social media platforms in regulating disclosures
Publication date :
Main work title :
The Regulation of Social Media Influencers
Author, co-author :
Ranchordas, Sofia
Editor :
Goanta, Catalina
Publisher :
Edward Elgar, United Kingdom
Pages :
Peer reviewed :
Peer reviewed
Focus Area :
Law / European Law


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