The Netherlands introduces stricter advertising rules for influencers

Vloggers and influencers on platforms like YouTube, Instagram or TikTok will have to comply with stricter advertising rules from July 1. From then on, they will fall under the media law, announced the Media Authority.

Videographers should then clearly state whether they are being paid to display products. They will also no longer be allowed to widely promote toys in sponsored videos aimed at children, such as happens in “unboxing videos”, in which products are unboxed and often enthusiastically discussed at length.

Videographers are still allowed to show their enthusiasm for the products as long as they are not paid for it. If they get money for it, it’s considered advertising or product placement. Influencers who are sponsored, for example, by getting a camera or clothes for their video without promoting it, should also be clear about this. Advertising for medical products is prohibited and content consisting of news or political information should never be sponsored, the Media Authority said.

The new rules will apply to all creators with more than 500,000 subscribers. They must register with the Media Authority and provide information about their business on their account. They must also declare that they are supervised. According to a spokesperson, it concerns “a few hundred” influencers and vloggers in the Netherlands. It is likely that video downloaders with less subscribers will also have to sign up in the long run. The Media Authority will carry out “risk-based monitoring”, according to the spokesperson.

The rules are tightened due to the new media law passed in 2020. All member states of the European Union still need to tighten their media rules so that online content is also subject to scrutiny.