Abstract

The Guidelines for Influencer Marketing by the Slovenian Advertising Chamber provide recommendations for responsible advertising to protect consumers and society. Influencers’ contents reach an increasing number of people, many of them children and adolescents. As the influencers’ posts are for some of them an important source of information, a clear line needs to be drawn between the purely personal opinions and the opinions with a marketing purpose. The advertisers and brand owners, online influencers and marketing agencies will ensure that advertising contents are clearly identifiable as being paid for.