The Hungarian Competition Authority (GVH) is increasingly focused on the impact of influencers on consumer behavior in the digital world. As part of its 'Think Calmly!' campaign, the GVH aims to inform consumers about key considerations when engaging with influencers' promotional activities.

For years, the GVH has closely monitored influencer activities and provided practical advice to market participants. In late 2022, the authority updated its guidelines on influencer marketing, illustrating legal compliance through positive and negative examples. These guidelines help ensure that consumers receive adequate information, whether through written posts or video content. Additionally, the GVH offers useful tips via its podcast channel for businesses and influencers on how to advertise legally across various social media platforms.

In November 2023, the GVH participated in a coordinated investigation by the European Commission and national authorities, examining the activities of 28 Hungarian influencers. The findings revealed that only 20% of local influencers consistently comply with advertising disclosure rules, while 54% generally indicate promotional content but do not always do so.

Based on these findings, the GVH initiated competition supervision proceedings against six Hungarian influencers in May 2024. A decision was made on May 14, 2025, regarding the Rolix YouTube channel operated by Roland Kása.

As part of the 'Think Calmly!' campaign, the GVH emphasizes the importance of consumer awareness regarding influencer activities. The authority advises consumers to: 1) Research advertised products and read reviews; 2) Watch for disclosure signals, such as hashtags indicating paid partnerships; 3) Maintain a critical perspective and make informed decisions; 4) Seek reliable sources of information; and 5) Avoid judging influencers solely based on follower counts.

For more information on influencer marketing, consumers can refer to the GVH's informative video and the 'Think Calmly!' section on the authority's website.

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