Many people now learn about new products not from television advertisements but from influencers they follow online. Some argue that these influencers should be regulated as strictly as traditional advertisers, while others regard such rules as unnecessary. I firmly believe that influencers should be held to the same standards.
Those who oppose strict rules make several points. Influencers are often individuals rather than large companies, and they may not have the legal knowledge or resources to follow complex regulations. Supporters of this view also argue that followers choose whom they watch and can simply stop following someone who promotes poor products. Furthermore, much influencer content mixes personal opinion with promotion, so drawing a clear line between a genuine recommendation and an advertisement can be difficult.
On the other hand, there are strong reasons to apply the same rules. The persuasive power of influencers comes precisely from the trust their followers place in them. When a well-known personality describes a skincare product as part of their daily routine, many viewers assume it is an honest recommendation, even if the company has paid for the post. If the payment is hidden, the audience is being misled. This is particularly concerning because many followers are teenagers, who may be less able to recognise subtle marketing. In addition, some influencers promote risky products, such as diet supplements or speculative investments, without any warning about possible harm.
In my view, the arguments for regulation are more convincing. The rules need not be complicated: influencers should clearly label paid content, avoid false claims and take extra care with products aimed at young people. Platforms could also be required to enforce these labels.
In conclusion, although influencers differ from traditional advertising companies, their impact on consumers is similar, so they should follow the same basic rules of honesty and transparency.