Keywords: Influencer; Marketing; Promotion; Surreptitious advertising; Consumer; Unfair commercial practices; Video sharing platform services
Abstract: Influencers are undoubtedly one of the most effective tools of modern targeted marketing. Although the Czech law does not adequately reflect the use of influencers in marketing, it is impossible to avoid the impact of consumer protection rules, particularly the prohibition of unfair commercial practices. So what rules must be followed when working with influencers? What private and public law risks are associated with the use of influencers? Concerning these issues, the article summarises the relevant legislation, points out its shortcomings and provides general recommendations on how to eliminate the risks associated with using influencers in marketing.