Towards Ethical Influencer Marketing: International Regulation and Consumer Protection

Abstract

Introduction: This study analyzes the rise of influencer marketing as a key tool in digital communication and its impact on consumer perception and behavior, with a particular focus on Spain. This practice has raised ethical and legal concerns, such as covert advertising, which has led to the development of new regulations to ensure transparency and protect minors. Methodology: A descriptive and comparative study was carried out based on a literature and documentary review on the regulation of influencers in eight countries: Spain, France, Germany, Italy, the United Kingdom, Mexico, Argentina, and Peru. The selection was based on economic, geographical, and linguistic criteria. Results: The main findings show that Spain has developed a mixed regulatory framework, combining self-regulation with mandatory legislation. Other European countries, such as France, are notable for their extraterritorial legislation, whereas Germany and Italy apply sectoral regulations. In Latin America, Mexico and Peru have published official guidelines, although Argentina lacks specific legislation. Discussion: Given the above, there is a clear disparity in regulations between countries, which limits the effectiveness of oversight in a global and cross-border activity. Conclusions: In conclusion, although significant regulatory progress has been made, there is a need for a more uniform international framework that strengthens consumer protection, promotes advertising transparency, and addresses the challenges of the globalized digital environment.