Popular influencers are ignoring Dutch advertising rules: NOS

Influencer marketing is big business. Photo: Depositphotos.com

Dozens of Dutch YouTube channels which should be registered with the media commission CvdM because they sell advertising have not done so, despite new rules introduced almost a year ago, broadcaster NOS said on Friday.

Some 186 Dutch channels have more than 500,000 viewers and 86 of them at least should be registered, NOS said. However, 61 have not done so, or do not mention that they are registered on their websites. Others do mention that they are paid to promote goods, but not in the promotional videos.

Since July 2022, social media personalities who upload videos to YouTube, Instagram and TikTok, and who have large followings, fall under current media law and should be regulated by the commission.

The rules mean vloggers must be clear about whether or not they were paid to promote an item by stating that the video is part of a paid partnership or whether it is an advertisement.


The CvdM has also analysed multiple videos uploaded by 50 people to check if they comply. It found advertising rules were not being met in more than half of them and it was not clear if people were promoting products in which they had an interest.

The CvdM has the power to fine so-called influencers who break the rules but has not yet issued any. A spokesman told NOS the agency currently prefers to talk to the channel owners and to write to them, reminding them of their obligations.

Social media expert Joey Scheufler told NOS that influencer-based marketing is relatively new but has enormous social media reach.

“It is good that there are rules but they need to be enforced,” he said. ‘You have to take action to make an impression, such as blocking accounts temporarily or issuing fines.”

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