Advertisers provide a mandatory quality label to influencers RTL Street

The Quality Mark and associated public register complement existing legislation and regulations, and is an initiative of the Marketing Industry Association DDMA, the Association of Advertisers (bvA) and the Advertising Code Foundation. They strive for greater awareness and transparency. The sector follows the French model, where certification was introduced in 2021. Since then, the number of influencers breaking the rules in France has decreased significantly.

The registry already includes some famous names, such as Bram Krieke, Eloise van Oranje, Geraldine Kemper and Kaj Georgels. “I think it's good for both influencers and consumers that clear rules are now set,” Georgels says in a press release. “Then there's a clear playing field you can play on. That way it's transparent and fair for everyone and that sounds good to me.”

The initiators say that e-learning is “continuously updated.” This should also be repeated annually to keep up to date with the latest developments.

Strict rules have been in place for influencers for several years. For example, they should make it clear in their videos whether they are offering a product for a fee.