Mega-influencers who earn money from their videos will come under the supervision of the Media Authority from 1 July. For the time being, these are prominent social media figures with more than 500,000 followers, but there is a good chance that smaller influencers will also have to adhere to those rules in the long run, according to sources from The Hague.
New Media Act
It was already clear at the start of the new Media Act in 2020 that new rules would be introduced for major influencers, but now they are being implemented for the first time. Influencers were previously required to be transparent about paid partnerships with companies, but now products are also no longer allowed to receive undue attention in videos and are no longer allowed to product placement – implicitly promoting products by portraying them – are done in children’s programmes.
fine
Under the new rules, influencers with many followers must register with the Commissariaat and can be fined if they violate it. The Commissariat may start enforcement from 1 July.