A significant majority of Spanish content creators violate European commercial regulations by using disguised advertising on social media. Research indicates that while nearly all influencers publish commercial content, only a small fraction does so transparently. Instead, they rely on ambiguous language or unregulated abbreviations that obscure the promotional nature of their posts, misleading the public. This lack of clarity raises serious ethical concerns, particularly because such messages often target vulnerable demographics like young people. The investigation reveals a widespread disregard for transparency norms, where creators fail to clearly distinguish between personal recommendations and paid partnerships. This opacity undermines consumer trust and violates established legal standards regarding honest communication in marketing. The study is crucial for open data as it highlights systemic transparency failures in digital media. It underscores the need for clear, accessible data standards to monitor corporate compliance and protect consumers from deceptive practices. By exposing these widespread irregularities, the research supports the open data mission of fostering accountability and ensuring that digital spaces operate with integrity and honesty.
Source: publico.esPublished on 2024-02-15
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