The Polish competition authority (UOKiK) is investigating marketing content that pressures children to purchase products, raising serious concerns about aggressive advertising practices.

UOKiK is scrutinizing social media platforms for aggressive advertising directed at children, particularly looking into the activities of popular influencers known as Wojan and Palion.

UOKiK President Tomasz Chróstny emphasizes the need for clear labeling of advertising content and is particularly concerned about direct calls to action that encourage children to buy products or persuade adults to do so on their behalf.

Influencers Wojan and Palion, who have significant followings on YouTube and Instagram, often engage with young audiences through gaming content, including live streams. UOKiK will assess whether their marketing messages exert undue pressure on children to purchase items such as drinks, school supplies, and clothing.

Chróstny warns that direct marketing messages aimed at children can exploit their trust and negatively impact their development. The authority is investigating whether such messages constitute aggressive market practices that violate consumer interests.

UOKiK's investigation could lead to charges against the influencers, with potential penalties of up to 10% of their turnover. The authority encourages the public to report aggressive advertising aimed at children.