German court Forces Paid Influencers to Label Posts as Ads

A top German court, on Thursday, ruled that social media influencers who receive money from companies to promote products must clearly label such posts as advertisements.

If the influencers are not paid, they can show products without the advertising label, the Federal Court of Justice ruled in the cases of three influencers on Facebook’s social media site Instagram.

The court said one fitness influencer should have been clear she was advertising when she was paid to promote a brand of jam.

However, it dismissed a case against television presenter and influencer Cathy Hummels, whose post about a stuffed toy had led people to the manufacturer’s site.
She had not been paid for the promotion so was not obliged to label it as an ad, the court ruled.


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