Kryptoreklama stosowana w influencer marketingu jako czyn nieuczciwej konkurencji i nieuczciwa praktyka rynkowa
Hidden advertisements used in influencer marketing as an anti-competitive practice and unfair business practice

Summary/Abstract: The free market economy, technological progress, and the multitude of entities on the market require ensuring the principles of fair competition in economic transactions. The aim of the author was to investigate the legal aspects of promoting products and services using influencer marketing. During the research, she concluded that as part of their activities, influencers take actions that may (and in practice often do) violate the law, constituting an act of unfair competition as well as unfair market practices. The analysis of legal acts in the field of fair competition and consumer protection law has led to the conclusion that protection against infringements is ensured. However, the search for its scope and the definition of acts could be standardized by the legislator and adapted to the current realities of economic turnover and marketing. At the same time, it is worth emphasizing that advertising with the use of influencer marketing and reliability in this area are of clear interest to the Office of Competition and Consumer Protection, specific examples of which the author cites in the article.

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