Remember – sanctions were imposed in connection with the actions of the head of the Bureau of Competition and Consumer Protection, which began in September last year On flagging commercial content on social media and suspected fraud.
president Yukik He addressed dozens of leading influencers, gathering information on the performance of the influencer marketing industry and validating their ad content highlighting in social media.
UOKiK charges 139 thousand PLN. Golden Penalties for Influencers
As UOKiK stated in Wednesday’s announcement, “Unfortunately, many of the authors interviewed did not provide the information or did not submit the documents requested by the office.”
– We relied on the goodwill of Internet authors, but some of them did not answer the questions asked, avoid providing specific documents or information, or did not receive correspondence. Failure to cooperate in the conduct of proceedings is a serious violation, It can make it more difficult to prove the use of a prohibited practice, says Thomas Crostiny, head of the Office of Competition and Consumer Protection, and greatly expands the possibility of determining the actual state of affairs.
Failure to provide an answer entails legal and financial consequences – this is a violation of the regulations and may result in a fine of up to 50 million euros. Taking into account all the circumstances, the head of the Competition and Consumer Protection Bureau issued six decisions on the penalty influencers for lack of cooperation. The total fines amounted to 139 thousand. zloty.
The highest fine – in the amount of 50 thousand. PLN – office imposed on Marek Kruszel “Kruszwil”. Marcin Dobell received a fine of 25,000. PLN, Julia Kuczyńska “Maffashion” – 30 thousand. zloty. Proceedings in their case have been under way since November of last year.
Less fine must be paid: Bowie Malinowski – 20 thousand zlotys. Marcin Malczynski – 10,000 PLN “Marley” Marlina Sojka – 4,000 PLN
Decisions are not final. Influencers can appeal to the court.
UOKiK wants greater regulation of the influencer marketing market
UOKiK UOKiK is currently conducting consultations with industry organizations and marketing agencies, the purpose of which is to develop recommendations for social media users in the field of branding commercial content.
We consult our recommendations extensively, because we care about different points of view. We want to guide the market properly by showing real life examples. Similar content has been prepared by our Norwegian counterpart. At the same time, we will not regulate – like the Scandinavian countries – the issue of, for example, the use of image retouching in marketing publications – explains Tomash Krustny, Head of the Office of Competition and Consumer Protection.
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