The legal issues of influencer marketing
The legal issues of influencer marketing

Author(s): Jana Strémy
Subject(s): Media studies, Business Economy / Management, Law on Economics, Marketing / Advertising, Socio-Economic Research, Sociology of Law
Published by: ADJURIS – International Academic Publisher
Keywords: advertising; competitor; consumer; influence marketing; unfair business practices; unfair competition;
Summary/Abstract: The proliferation of social networks brings entrepreneurs (competitors) more ways of interaction with consumers. Marketing strategies of social networks are coming to the fore, developing new methods of influence(r) marketing. In the article, we deal with the issue of regulation of this phenomenon, questions of competition law and (non)transparent marketing practices of influencers, potentially harmful to consumers. The aim of this article is to demonstrate correlation between influencer’s practices and unfair competition in the legislation of Slovak Republic by using common scientific methods - analysis and synthesis.

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