The Hungarian competition authority, known as GVH, has finalized its investigation into the advertising practices of the Rolix YouTube channel operated by Kása Roland. The investigation revealed that certain commercial communications featuring products and services sold by ViharFlotta Kft. were not clearly marked as advertisements, leading to potential consumer deception.

In spring 2024, the GVH initiated competition supervision proceedings against six domestic influencers and several advertising companies to review the advertising practices of local content creators. An online sweep conducted by the GVH uncovered significant shortcomings, with only 20% of influencers consistently adhering to rules regarding the disclosure of promotional content. Meanwhile, 54% of influencers generally indicated promotional content but did not do so consistently, and about a quarter rarely or never provided any such information.

The GVH's investigation specifically targeted the Rolix channel, which has over 280,000 subscribers, and its commercial partner, ViharFlotta Kft. The authority found that from August 2023 to August 2024, some commercial communications on the Rolix channel included advertisements for Rolix-branded products and fan meet-ups organized by the company. However, the advertising nature of these contents was not always clearly indicated, making it difficult for consumers to recognize the promotional material.

As a result, the GVH determined that Kása Roland and ViharFlotta Kft. engaged in unfair commercial practices. The parties cooperated during the investigation, modifying the infringing communications and acknowledging the violations. The GVH considered that a significant portion of the affected consumers were minors, which influenced its decision.

The GVH imposed a fine of 920,000 HUF on ViharFlotta Kft. but refrained from penalizing Kása Roland, taking into account his recent entry into entrepreneurship and the predominant responsibility of ViharFlotta in their business relationship.

The parties committed to several compliance measures, which the GVH mandated. These measures include reviewing their market operations and contractual relationships to ensure compliance with regulatory requirements. They also agreed to educate about advertising legal expectations, extending this training to all influencer partners of ViharFlotta. The GVH's actions are expected to have positive effects beyond the specific case examined.

The GVH reiterated its call for domestic influencers, agencies, and advertisers to clearly and prominently disclose when they receive compensation for published content or when promoting their own products or services. The authority recommended its updated influencer marketing guide, which illustrates how to comply with consumer information requirements through practical examples.

Furthermore, the GVH continues to focus on protecting children and young people as vulnerable consumer groups. Through its Digital Awareness Program, the GVH aims to raise awareness among children about the risks associated with the digital space.