Abstract

The “Guidelines for Influencer Marketing” by the Slovenian Advertising Chamber provide recommendations for responsible advertising to protect consumers and the society. Influencers’ contents reach an increasing number of people, many of them children and adolescents. As for some of them the influencers’ posts are 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/brand owners, online influencers and marketing agencies shall ensure that advertising contents are clearly identifiable as paid for.