A literature review conducted by Centerdata for the Digital Regulation Cooperation Platform (SDT) in the Netherlands revealed that children and young people struggle to identify influencer advertising, necessitating additional protective measures.

The study emphasizes the importance of influencers transparently disclosing sponsorships when recommending products. It suggests that clear and noticeable sponsorship disclosures, especially at the beginning of videos or in specific locations on posts, can enhance recognition by viewers.

Despite social media platforms offering standard disclosure tools, many influencers avoid using them due to fears of negative repercussions. This lack of transparency poses risks, particularly for minors who are less adept at recognizing advertising tactics.

Children and young people are found to be less critical of sponsored content and more susceptible to influence, underscoring the need for explicit disclosures about paid promotions when targeting this demographic.

The SDT members advocate for additional protective measures for minors, including extending regulations to cover smaller influencers and enhancing media education in schools to improve awareness of sponsorship disclosures among children.

Regulators, such as the ACM, stress the importance of collaboration in creating a safe digital environment and exploring effective measures within existing frameworks like the Digital Service Act to safeguard younger users from commercial influencing.

The study's findings challenge the distinction between sponsorships and advertising under the Dutch Media Act, suggesting that all forms of commercial influencing should require clear sponsorship disclosures for transparency.