Belgium Youtubers Protest Transparency Laws

Belgium’s implementation of new transparency rules has drawn flak from some of the country’s most well-known social media influencers.

The nation’s federal economic authority has recently enforced rules requiring social content producers who frequently feature brand advertising to register as firms and to display the company’s official registration number, its address, and an e-mail address on their social media accounts. 

Even though the transparency regulations had already been put in place in April, several influencers have now complained that the government is threatening to fine them severely if they don’t comply.

Many influencers use their home address as their business address, which has drawn criticism from YouTube, Instagram, and TikTok content producers who regard it as an excessive invasion of privacy.

Benjamin Dalle, the minister of the Flemish media, has already requested a review of the regulations from Eva De Bleeker, the federal junior minister for consumer protection.

Belgium’s regulations adhere to EU guidance on unfair commercial practices, which was published in December of last year and contained measures for influencer marketing. 

The 2020 EU Consumer Agenda said consumers should enjoy “a comparable level of protection and justice online” to what they do offline.

The Belgian economic authority has reminded influencers that they should explicitly disclose to their followers when they feature a product or service and receive compensation for it by tagging sponsored posts with keywords like “advertising.” 

The EU’s December guidance addressed the need for transparency in posts.


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