A Hungarian competition watchdog, the Gazdasági Versenyhivatal (GVH), has launched competition proceedings against six local influencers and several advertising companies for allegedly failing to clearly indicate the commercial nature of their content, in order to promote fair market competition and protect consumers.

The GVH conducted an online sweep in November 2023 to review the advertising practices of Hungarian influencers on social media platforms such as Instagram, YouTube, Facebook, and TikTok. The sweep revealed that only 20% of influencers consistently disclose the commercial nature of their content, prompting the GVH to take action.

Following the rapid analysis and observed potentially unlawful commercial practices, the GVH initiated competition proceedings against the influencers, advertising agencies, and advertisers involved, focusing on those with the most significant presence and revenue.