The world of influencer marketing is evolving at a rapid pace. In several previous blogs on this website, I have addressed various topics in this area, including the certification by influencerregels.com and the Policy Rules on Qualification of Commercial Media On-demand Services.
Investigation into advertising targeted at children
In a recent statement published on its website, the Dutch Media Authority (‘DMA’) has announced that in mid-November of this year (now, that is), it will start investigating video uploaders who direct commercial messages at children.
During this announced monitoring period, the DMA will examine whether such advertising is made sufficiently recognizable for the young viewers. According to the DMA, this investigation aims to contribute to a safer online environment for young people – one of the key priorities of its multi-year strategy.
The monitoring period starts in mid-November and lasts up to and including December. This period was not chosen by coincidence. November and December are the months around Sinterklaas and Christmas, a period in which a lot of advertising is aimed at children.
What is expected of uploaders?
Advertising in videos must be clearly identifiable as such. This means that advertising disclosures must be displayed both at the start of the description of the video and in the video itself. Probably needless to say that, minors must be able to understand the description.
The DMA further points out in its announcement that advertising for one's own products has to be made recognizable as well, and that product placement in videos targeted at minors is prohibited.
Complaints button
Finally, the DMA states that it has launched an online complaint button especially for children: (in Dutch: de Klachtenknop). With this complaints button on the DMA website, children can report uploaders anonymously.
