The President of the Office of Competition and Consumer Protection (UOKiK) has issued Recommendations to help online content creators properly tag commercial content.

The Recommendations are addressed mainly to influencers, advertising agencies, and advertisers. They include a number of examples of how to tag advertising content on various social media (Facebook, TikTok, YouTube, Instagram, and other platforms that allow the publication of pictures, stories or videos), according to type of commercial collaboration. Advertising content on social media should be tagged in a clear and unambiguous manner and be comprehensible to each user.
The Recommendations are a big step towards creating new high-quality best practices for social media marketing and improving the existing practices for influencer marketing. Following implementation, consumers will be duly informed about whether a message is of neutral or commercial nature, and whether it constitutes an advert or promotion of influencers’ own projects, or products/services of other organisations.
The Communication from UOKiK and the Recommendations are available at:
https://uokik.gov.pl/aktualnosci.php?news_id=18898