Social media influencers and the #law

Social media are omnipresent in modern society, fundamentally shaping the ways in which individuals connect, communicate and consume. The immense popularity of social media has led to the rise of social media influencers – content creators who have amassed substantial followings on social media. These influencers have a significant impact on their audiences’ decision-making, mainly due to the perceived authenticity and relatability of their content. The extensive online reach and the persuasive power of influencers explain the growing commercial importance of influencer marketing. The rapidly expanding influencer marketing industry presents a myriad of new legal challenges. Both influencers and legal professionals are in need of clarity and guidance. In Social Media Influencers and the #Law, a group of dedicated researchers from the Department of Interdisciplinary Study of Law, Private Law and Business Law of the Faculty of Law and Criminology at Ghent University examine the intricate legal dimensions of influencer marketing. Each researcher draws on their individual area of expertise to provide a comprehensive analysis, offering essential insights into the evolving legal landscape surrounding influencers.