Competition Office goes after “social influencers”

Marek Kruszel “Kruszwil”, Julia Kuczyńska “Maffashion”, Marlena Sojka “Marley” and Marcin Dubiel are the names of influencers who will be punished by the Office of Competition and Consumer Protection. Reason? Lack of cooperation in the proceedings conducted by the office.

The current regulations state that the promotion of products or services for remuneration, but without clearly indicating that it is advertising, violates the prohibition of surreptitious advertising.

“Brilliant influencers in social media have a huge impact on Internet users, especially young ones. A situation where an influencer received a fee for his entry, but gives the impression that he is sharing a private opinion, is simply unfair. Sponsorship should be understood broadly – the payment does not have to be money, it can be another benefit, e.g. a trip, testing luxury products” – explains Tomasz Chróstny, President of UOKiK.

In the course of the investigation, the President of UOKiK sent appeals to many influencers and advertising agencies. In them, he asked for information, e.g. about concluded agreements, rules of cooperation and labeling of published content. Unfortunately, some of the addressees did not receive the correspondence or did not respond to the questions asked, and did not send the required documents.

“We interpret such behavior as a lack of cooperation with the President of the Office in the course of the proceedings, for which separate financial sanctions may be imposed. For this reason, I initiated proceedings to impose a penalty for failure to provide information. We do not rule out further actions of this type”, said the President of UOKiK.

Who can be punished? The office lists four names. It is Marek Kruszel, who works under the pseudonym “Kruszwil”, Julia Kuczyńska “Maffashion”, Marlena Sojka “Marley” and Marcin Dubiel “MD”.


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