The President of UOKiK, along with four state institutions, engaged in discussions with social media platforms such as Meta, Google, and TikTok to enhance the elimination of illegal advertisements in social media. This roundtable included representatives from the advertising industry and universities, focusing on the need for more effective measures against non-compliant advertising.

Over a year has passed since UOKiK issued recommendations regarding the labeling of commercial content on social media. Positive changes have been observed among influencers, the advertising sector, and brands. However, increased consumer awareness has led to more reports of violations related to both labeling and the nature of advertisements being disseminated online.

Examples of products and services that are often advertised by influencers include medical devices, dietary supplements, pharmaceuticals, gambling, and alcohol. Many influencers are unaware that promoting certain categories is legally restricted or entirely prohibited, with advertising alcohol and gambling potentially leading to criminal liability. There are also strict limitations on commercial content related to dietary supplements and medical products.

During the roundtable, public institutions highlighted the challenges posed by the rapidly evolving nature of social media channels, including the transient nature of content and the speed at which it spreads. They emphasized the importance of correctly labeling commercial content and eliminating prohibited advertising messages. The participating institutions presented joint proposals to the platforms to address these issues.

Representatives from the three largest social media platforms in Poland—Facebook and Instagram (Meta), YouTube (Google), and TikTok—acknowledged the need for compliance with internal policies and national laws, while recognizing the ongoing issue of prohibited product advertisements. They expressed willingness to collaborate with authorities and the industry.

During discussions, representatives from various regulatory bodies shared their experiences and observations, focusing on advertising campaigns for prohibited services or products, which are not legally permissible. The advertising industry and academic representatives stressed the necessity for cooperation and experience sharing among all market participants.

UOKiK's President, Tomasz Chróstny, reiterated the commitment to influencer marketing regulation, emphasizing the verification of proper labeling of advertising content by influencers. He noted that the presence of prohibited product advertisements could be reduced if platforms intensified their preventive measures and imposed consequences on influencers for legal violations.

All participating institutions agreed on the need for stronger control over advertising content presented by influencers on social media platforms. They called for the development of effective technical solutions to enable the immediate removal of advertising content that violates legal regulations. The upcoming Digital Services Act (DSA), effective February 17, 2024, aims to improve the fight against illegal content and misinformation online.

UOKiK and other institutions are advocating for the implementation of an effective reporting mechanism for legal violations on social media and a robust response procedure from platforms. The ongoing dialogue initiated by UOKiK aims to regulate the influencer marketing market further.