Opinion leaders, commonly referred to as influencers, have become key actors in modern communication as a result of the rapid expansion of the internet and social media.
The development of digital technologies, the widespread use of smartphones, and the global proliferation of social media platforms—such as Facebook, Instagram, YouTube, TikTok, and Twitch—have fundamentally transformed users’ content consumption habits, as well as their entertainment and purchasing behaviours. As a consequence, influencer marketing has emerged as one of the most significant and fastest-growing tools of the modern advertising market.
By way of an interesting observation, it should be noted that, from a legal perspective, the category of influencers is not limited to natural persons acting as opinion leaders. An influencer may also include a CGI or deepfake character, an animal, or even an object.
The rapid growth of this phenomenon and the intermingling of personal and commercial content on social media platforms primarily justify the need for regulation in this field. For consumers—particularly audiences younger or older than the average user—it is often not clear whether an influencer’s recommendation is based on a paid collaboration, the provision of a gifted product, or another form of material interest.
