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It is impossible to imagine contemporary society without social media. Initially conceived as networks for connecting friends and acquaintances, their immense popularity has led to their increasing use for commercial purposes.

The position of influencers on social media is therefore a recent phenomenon and poses some legal questions. Which leaves both influencers and lawyers and magistrates in need of clarity.

On 1 December 2023 during our conference on this topic, the researchers of the department Metajuridica, Private and Corporate Law of the Faculty of Law and Criminology of Ghent University therefore shared their knowledge to address, each from their own expertise, these various legal questions associated with the use of influencers for advertising via social media. As a matter of fact, influencers have accumulated a considerable follower base and thus have a significant impact on the decision-making of those followers. This is why they are increasingly being used as part of corporate marketing strategies.

These insights and knowledge will be collected in the book Social Media Influencers and the #Law this Spring.

The authors will discuss the following topics:

●     Julie Kerckaert | Influencer Marketing Meets Consumer Protection: The Regulation of Social Media Influencers Under the Unfair Commercial Practices Directive

●     Julie Goetghebuer & Floris Mertens | Virtual Reality, Real Responsibility: The Regulatory Landscape for Virtual Influencers

●     Jasper Vereecken | Keep Calm and Obey the Watchdog? Public Market Authorities' Supervision on Social Media Influencers in the EU

●     Niels Rogge & Sinan Vanden Eynde | The Legal Implications of Disclaimers Used by Finfluencers

●     Nadia Feci | The Show Must Go On(line): The Regulation of Influencers Under the Audiovisual Media Services Directive

●     Valerie Verdoodt | The Privacy Implications of Child(-targeted) Influencer Content on Digital Platforms

●     Julie Kerckaert | The Labour Behind the Likes: The Belgian Child Labour Regulations in the Context of Kidfluencers

●     Simon Geiregat | Influencer Marketing & #IP: Content Ownership and Infr'influencers

●     Gauthier Vandenbossche & Tobias Van Royen | Influencers' Income Under the Special Copyright Tax Regime: Fifty Shades of Grey

●     Felix Desmyttere | The Taxman Is Now Following You! Digital Content Platforms And The European Tax Information Reporting Framework (DAC7)

●     Stijn Debie | Social Mediatisation after Death

 The book is pre-orderable now and will be published in May 2024.