The Hungarian National Media and Infocommunications Authority (NMHH) has released a new publication titled 'Legal Handbook for Influencers', edited by NMHH President András Koltay and Deputy President of the Hungarian Competition Authority (GVH) András Tóth. This guide addresses economic, copyright, and media law aspects, serving as a valuable resource for those looking to capitalize on their fame.

As more young people aspire to become influencers, the guide emphasizes the responsibilities that come with influencer marketing. Influencers leverage the trust of their followers, but they also face numerous pitfalls and risks. The publication raises critical questions about the accountability of influencers and the platforms they use, the ethical promotion of products, and the implications of working with child influencers.

The handbook not only answers frequently asked questions but also provides practical examples. It dedicates a chapter to child protection considerations, taking into account both EU regulations and the practices of various social media platforms.

During the book launch, GVH President Csaba Balázs Rigó highlighted that influencer marketing is not just an economic activity but a trust-based relationship between creators and consumers. He noted that only 20% of Hungarian influencers consistently comply with advertising disclosure rules, stressing that legality is a fundamental requirement for market presence.

András Koltay remarked that influencers are public figures capable of influencing large audiences on significant societal issues. He pointed out the ongoing debate regarding the accountability of influencers compared to politicians and ordinary citizens.

The conference accompanying the book launch featured discussions on the ethical and legal aspects of influencer communication, with participation from experts at NMHH, GVH, and various universities. The NMHH aims to enhance transparency in the media market through extensive scientific collaborations and expert analyses, supporting national and community lawmakers and enforcers.