The Netherlands

Online advertising for self-care products by influencers is increasing significantly, raising concerns about control and misinformation.

Influencer registry

A registry of certified influencers was opened in April. These influencers annually complete an e-learning course on the key rules for influencer marketing. Advertisers are advised to work only with certified influencers.


The Advertising Code Foundation (Stichting Reclame Code, SRC) has developed an AI tool to monitor social media for specific industries, product groups, or themes, and to identify influencers. The initial results of the pilot show that no violations were found in influencer marketing for health products from Neprofarm member companies. In contrast, for other companies, advertising violations in social media statements by influencers have been identified. These companies are held accountable by the Keuringsraad and sanctions are imposed where necessary.


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