Antitrust, Competition and Trade

We all know how important advertising is in the business world. Traders use advertisements as marketing tools to inform customers and consumers about their products. With the rise of technology and social media, advertising is now taking diverse forms. Companies are increasingly turning to a more powerful tool, the ‘influencer’, to advertise their products. This phenomenon is also evident locally.  This article purports to analyse what constitutes influencer marketing and the protection afforded to consumers by Maltese law. What is an ‘influencer’? Maltese law does not define what an influencer is. However, the Consumer Affairs Act (the ‘Act’) defines a…

Are you an influencer? Do you earn money or other benefits by creating content on social media? Influencers that are offered deals to advertise a brand’s products over social media platforms will qualify as traders and should thus disclose their adverts in a transparent manner. Over the coming weeks, the European Commission will be screening online posts to identify any sponsored posts uploaded to social media by influencers which could mislead consumers. This article will briefly consider your obligations, as an influencer, on the digital market. The rise of social media has given brand owners the ability to push their…