The Dutch media commission is expanding the rules on so-called influencer marketing to cover more people, in an effort to better protect minors.

Currently, the regulations apply only to online marketeers with at least 500,000 followers, but that will change from 16 June. From that date, anyone with a YouTube, Instagram and/or TikTok account who is registered with the Chamber of Trade and has earned money by posting at least 24 videos in the past year will have to comply.

The rules require creators to clearly state when they have been paid to promote a product or service by including the text “paid promotion” or “advertisement” in their videos.

The media commission did not say how many people would be affected by the new rules but did say it saw “risks” stemming from the popularity of smaller and micro “influencers”.

The commission issued its first fines for breaches of the 2022 rules last year. The size of the fine depends on the turnover of the influencer involved.

TikTok user Rhodé Kok, who has 1.1 million followers, was fined €6,000 for failing to disclose that she had been paid to promote items, including face cream, in her videos.