MCCAA Issues Guidance On Influencer Marketing, Including New Transparency And Disclosure Requirements

Merely tagging a brand or marking a post as #gifted is not enough.

Influencer marketing

Influencers have become pivotal in shaping consumer behavior, making influencer marketing an essential strategy for brands to promote products and enhance brand visibility. Integrating influencers into social media campaigns is now a standard practice for businesses aiming to connect with their target audiences. However, the rapid growth of this marketing approach has given rise to significant legal and ethical challenges, necessitating the introduction of updated regulations. Recognizing this, Malta's regulator for competition and consumer affairs, the Malta Competition and Consumer Affairs Authority (MCCAA) has issued new guidance addressing transparency and disclosure requirements in influencer marketing.