Keyword – opinion leader

Rita, Szabó-Gödri – Gergely, Gosztonyi:

Influencers at the intersection of law and ethics

This paper examines the legal frameworks regulating influencers both in Hungary and internationally. With the rise of social media and influencer marketing, the legal and ethical aspects of influencers’ activities have become increasingly important. While there is no unified legislation specifically governing influencers in Hungary, the Hungarian Competition Authority and other regulatory agencies have issued multiple guidelines to ensure transparency in advertising practices. This study compares Hungarian regulatory approaches with practices in other European countries. Its findings suggest that the role of influencers continues to expand, necessitating the dynamic development of legal frameworks and the refinement of regulations to enhance transparency and consumer protection.

Keywords: AVMS, DSA, Hungarian Competition Authority, influencer, National Media and Infocommunications Authority, regulation, opinion leader, social media