More than 70% of Spanish content creators violate European commercial regulations by using undisclosed advertising. An investigation reveals that while nearly all influencers publish commercial content, only a minority clearly identify it as advertising. This opacity often involves ambiguous language or informal abbreviations, misleading audiences about the sponsored nature of the posts. The study highlights that this lack of transparency is particularly concerning because such messages frequently target vulnerable groups, such as young consumers. Authorities initially prefer a pedagogical approach to inform creators and companies about their responsibilities and best practices. However, the possibility of imposing economic sanctions remains to ensure compliance with laws against deceptive advertising and protect consumer rights. This article is relevant to open data because it demonstrates how transparent, accessible datasets on influencer behavior are essential for accountability in the digital economy. Publicly available research findings empower regulators and citizens to monitor compliance, fostering a market environment where data transparency supports ethical standards and informed decision-making for both consumers and policymakers.
Source: publico.esPublished on 2024-02-29