Hungarian regulators have identified significant compliance failures in influencer marketing, finding that a growing number of social media personalities are failing to properly disclose promotional content.
The findings emerged from a coordinated global inspection campaign organized by the International Consumer Protection and Enforcement Network (ICPEN), in which both the Hungarian Competition Authority (GVH) and the National Consumer Protection and Market Supervision Authority (NKFH) participated.
The inspections revealed that influencers are increasingly engaging in promotional activities without adequate transparency, leaving consumers unable to distinguish between organic content and paid advertising.
This lack of clear labeling undermines consumer trust and violates existing advertising standards, prompting authorities to step up scrutiny of digital marketing practices.
The enforcement action is part of a broader international effort to regulate the rapidly evolving digital advertising landscape.
By participating in the ICPEN-led operation, Hungarian authorities align with global peers in addressing the challenges posed by influencer marketing, which has become a dominant channel for brand promotion.