Regulation of Social Media Influencers

Edited by Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Sofia Ranchordás, Professor of European and Comparative Public Law, Groningen Law School, the Netherlands

• Contents:1 The regulation of social media influencers: an introduction 1Catalina Goanta and Sofia RanchordásPART I SOCIAL MEDIA, FREE SPEECH AND PUBLIC INTEREST2 Free speech and the right of publicity on social media 22Ernesto Apa and Oreste Pollicino3 Life after the European Audiovisual Media Services Directive: social media influencers through the looking-glass 47Madeleine de Cock Buning4 An ethical view on influencer marketing – dynamic interaction between individual and economy or a simple data-driven advertising model? 74Isabel Ebert and Dana Sindermann5 Child labour and online protection in a world of influencers 98Valerie Verdoodt, Simone van der Hof and Mark LeiserPART II INFLUENCER MARKETING AT WORK6 Unravelling the power of social media influencers: a qualitative study on teenage influencers as commercial content creators on social media 126Marijke De Veirman, Steffi De Jans, Elisabeth Van den Abeele and Liselot Hudders 7 #dreamjob: navigating pathways to success as an aspiring Instagram influencer 167Gemma Newlands and Christian Fieseler8 Influencer marketing as labour: between the public and private divide 185David ManganPART III CONSUMER DISCLOSURES AND CONTRACT LAW9 Controlling influencer content through contracts: a qualitative empirical study on the Swiss influencer market 210Catalina Goanta and Isabelle Wildhaber10 One hashtag to rule them all? Mandated disclosures and design duties in influencer marketing practices 232Rossana DucatoPART IV SOCIAL MEDIA AND EMPIRICAL RESEARCH DESIGN11 Assessing the methodological quality of empirical research on social media influencers 275Monika Leszczyńska and Gijs van Dijck12 Making influencers honest: the role of social media platforms in regulating disclosures 299Felix PflückeIndex 323

'Social media influencers are a new object of study. Bringing together experts from different disciplines, this book offers a unique set of lenses to examine the legal, ethical, and broader societal implications of this fascinating phenomenon that is emblematic of today's attention economy. Covering a broad range of pressing issues from consumer protection to labor and speech law, the volume provides both practical insights as well as ''food for thought'' as we reimagine the role of law in the digital age.'--Urs Gasser, Harvard University, US