Vloggers will no longer be able to promote make-up, hotels or fish fingers in return for cash without stating that they are advertising the product, the Dutch media commission Commissariaat voor de Media has decided.

The new rules undermine the current way many so-called influencers earn a living from promoting products to their YouTube audiences, without stating that they have been paid to do so.

The Financieele Dagblad takes the example of vlogger Enzo Knol, who has 2.5 million followers on YouTube. ‘He may eat Iglo fish fingers on screen but he may not say three times how delicious they are,’ the FD said.

If vloggers do promote products, they must say at the start and end of each section that the placement is advertising. In addition, no sponsored products at all may be included in vlogs aimed at the under-12s, the media commission said.

Vloggers will also have to pay a €200 contribution towards the media commission and €400 to have their content assessed for age group suitability. In addition, they have to draw up editorial guidelines making clear the distinction between their editorial and commercial activities, the media commission said.