The Polish competition authority, UOKiK, has taken action against three prominent influencers for not properly disclosing paid advertising on their social media platforms. The fines imposed on Filip Chajzer, Dorota Rabczewska, and Małgorzata Rozenek-Majdan amount to almost 500,000 złoty, highlighting the importance of transparency in influencer marketing.

UOKiK President Tomasz Chróstny emphasized that consumers have the right to know whether content is an advertisement or an independent opinion. The authority's decisions aim to protect social media users from hidden advertising and ensure fair competition among influencers. The lack of clear labeling misleads consumers and undermines the integrity of the influencer marketing industry.

Filip Chajzer was found to have published promotional content for various brands without clear indications that it was paid advertising. Although he occasionally used hashtags like #advertisement, they were often placed at the end of his posts, making them less visible. As a result, he was fined 80,895 złoty and ordered to cease these practices.

Dorota Rabczewska also faced penalties for her promotional activities, where she often only mentioned brand names or used vague hashtags. She claimed her fans were aware of her partnerships, but the authority stressed that clear labeling is essential regardless of audience knowledge. She was fined 191,523 złoty.

Małgorzata Rozenek-Majdan similarly failed to adequately disclose her advertising partnerships, often suggesting that her endorsements were personal choices rather than paid promotions. She received a fine of 220,267 złoty. UOKiK's decisions are not yet final, as the influencers have the right to appeal to the Competition and Consumer Protection Court.

UOKiK has called for influencers to clearly indicate both the brand and the commercial nature of their content in a way that leaves no room for doubt. The authority is committed to monitoring the influencer marketing landscape and ensuring compliance with advertising regulations.