Influencers get under the scrutiny of UOKiK
Dealing with, among others influencer marketing, the agencies Tears of Joy, BBDO, GetHero, and Szeri by DDOB received letters from the Office of Competition and Consumer Protection (UOKiK) asking them to present all contracts concluded in 2021. A similar letter was to be received by the founder of the EKIPA – Friz – as Press.pl website learned.
At the end of September, UOKiK revealed that activities aimed at creating rules governing advertising activities on YouTube, Facebook, and Instagram have been started. It's about not informing about posts sponsored by influencers and brands that work with them. According to the office, such activities may be considered surreptitious advertising, which is banned in Poland.
The delegation in Bydgoszcz is responsible for the activities of UOKiK. In an interview with Press.pl, the press office confirmed that the letters are a consequence of the proceedings initiated on September 29.
It is also known that influencers quite often advertise products that do not fully meet consumer standards and expectations, which may be one of the threads of the investigation.
