IAB Croatia releases comprehensive influencer marketing disclosure guidelines

IAB Croatia published complete tips on November 3, 2025, establishing self-regulation requirements for influencer advertising disclosure throughout digital platforms. The group launched the framework alongside a nationwide marketing campaign titled “Važno je znati kad se plati” (It is Necessary to Know When It is Paid), marking what {industry} members describe as a major step towards transparency in industrial partnerships between content material creators and types.

The rules emerged from a working group comprising {industry} professionals, lecturers, media representatives, and civil society organizations. Mario Fraculj, a member of IAB Croatia’s Self-Regulation Working Group for influencers, said that digital communication shapes values and belief throughout society, making moral requirements important reasonably than non-compulsory.

In line with the documentation, the initiative addresses widespread opacity in influencer advertising practices. Analysis cited within the tips signifies solely 20 p.c of customers acknowledge influencer content material as industrial messaging. The framework goals to extend public belief and encourage accountable habits from influencers, advertisers, and companies.

Major disclosure necessities

The rules set up obligatory labeling protocols for paid partnerships. Content material creators should use major markers together with “oglas” (commercial), “promo” (promotion), “plaćeno” (paid), or “advert” for English-language posts. These labels require distinguished placement at content material beginnings, separated by way of typographic options or distinct graphic shows.

Platform-provided disclosure instruments, corresponding to Instagram’s “Paid partnership” characteristic, fulfill necessities when clearly seen and prominently displayed. The framework acknowledges these autoregulation mechanisms as enough for compliance.

Secondary markers together with “#suradnja” (collaboration), “#AmbasadorBrenda” (model ambassador), “#Sponzorirano” (sponsored), and “#Affiliate” might complement major labels however can not change them. The rules explicitly discourage ambiguous phrases corresponding to “U suradnji s” (in cooperation with), “U partnerstvu s” (in partnership with), and “Hvala [brendu] što je omogućio” (because of [brand] for enabling).

The working group emphasizes that disclosure obligations lengthen past monetary compensation. Advantages triggering disclosure necessities embrace financial funds, commissions, reductions, complimentary merchandise, or any consideration expressible in financial phrases. This encompasses items, journey, lodging, recreation, and comparable protections.

Platform-specific implementation

The documentation offers express formatting examples throughout main social networks. Instagram and Fb content material requires typographic or iconographic labels at submit beginnings. TikTok movies necessitate seen markers all through content material period. YouTube shows demand clear labeling in each visible frames and outline fields.

Content material classifications requiring disclosure embody promoting, critiques primarily based on supplied advantages, sponsorships, prize competitions, model ambassador roles, low cost codes, affiliate hyperlinks, and all supplies with essentially industrial functions. The framework establishes that content material selling creators’ personal merchandise or self-promotion with out industrial pursuits doesn’t require disclosure.

Exceptions exist for cultural, scientific, humanitarian, and academic functions, which ought to be recognized as such. Publicity and donor actions with out industrial pursuits stay exterior disclosure obligations. Reposted content material from model pages requires disclosure when industrial pursuits exist.

The Digital Services Act implementation across Europe has elevated scrutiny of promoting transparency. A February 2024 investigation by the European Fee and nationwide shopper safety authorities revealed widespread failures by influencers to reveal paid content material, prompting regulatory warnings and enforcement actions.

Authorized and moral foundations

Croatian laws governing promoting and advertising communications applies to influencer actions regardless of missing particular provisions for this format. Present regulation mandates that ads should be clearly marked and visibly separated from editorial content material. Ads can not create impressions amongst viewers, listeners, or readers that content material represents editorial materials.

Present statutes prohibit hid and misleading promoting. The authorized framework defines hid promoting as any type—together with written textual content, pictures, photographs, or drawings—that’s paid however not clearly marked as promoting. Hid audiovisual industrial communication includes presenting items, companies, names, emblems, or comparable components in packages by way of phrases or photographs when the media service supplier’s intention is promoting and will mislead the general public concerning its nature.

The moral framework attracts from the Worldwide Chamber of Commerce’s Promoting and Advertising and marketing Communications Code. This basis underpins self-regulation techniques in Croatia by way of moral codes maintained by the Croatian Chamber of Economic system and the Croatian Affiliation of Market Communication Societies. Influencer advertising ought to be lawful, first rate, sincere, and truthful. Communications ought to be ready with a way of social {and professional} accountability in response to truthful market competitors rules.

Advertising and marketing communications should be clearly distinguishable as such no matter type or medium. When ads or paid content material seem in media, designed as information or included into editorial content material—together with influencer content material or native promoting—such content material should be offered to be simply recognizable and marked in response to platform capabilities.

Communications shouldn’t comprise or discuss with testimonials, confirmations, or comparable endorsements except genuine, verifiable, and related. Testimonials which are outdated or deceptive shouldn’t be used. The sponsored or promoting nature of testimonials or endorsements should be clear by way of applicable separation and marking if the shape and format wouldn’t in any other case be understood as sponsored or promoting messages.

Business context and development

Influencer advertising represents one of many fastest-growing segments inside digital communications. The {industry} is projected to succeed in 32 billion {dollars} globally by the tip of 2025, with annual development exceeding 10 p.c in subsequent years, in response to the Influencer Advertising and marketing Benchmark Report 2025 cited within the tips.

Success on this channel stems from authenticity, versatility, seamless integration, effectivity, and potential for long-term neighborhood engagement. Content material reaches customers on social networks the place they spend leisure time, fostering authenticity by way of much less intrusive supply in comparison with conventional promoting codecs. This significantly resonates with millennials and Era Z. The Morning Seek the advice of Influencer Report from 2024 confirmed 61 p.c of respondents belief influencers, growing from 51 p.c in 2019.

Nevertheless, the format presents challenges for customers, particularly youngsters, youth, and susceptible teams. Points vary from hid promoting to false product illustration, promotion of harmful merchandise to advertising unhealthy meals to youngsters, exaggerated product claims, and different unacceptable, unlawful, and unethical practices.

European Union laws governing shopper safety—together with directives, laws, and opinions—partially tackle these conditions however stay insufficiently and inconsistently applied throughout member states. The really helpful tips and their utility signify alternatives to strengthen belief in influencers, influencer advertising, and advertising usually whereas constructing social accountability.

Advertising transparency initiatives have accelerated throughout digital platforms. TikTok implemented AI-generated content disclosure tools in July 2024, whereas Google and Amazon launched complete pricing transparency experiences in March 2024. These developments replicate rising regulatory pressures and {industry} self-regulation efforts.

Stakeholder obligations

IAB Croatia issued the rules underneath the umbrella of the Croatian Affiliation of Market Communication Societies (HURA), partnering with the Croatian Affiliation of Digital Publishers (HUDI), the European Fee, the Croatian Public Relations Affiliation (HUOJ), and with help from Solidarna Basis and the Company for Digital Media.

The framework targets influencers, manufacturers, advertising companies, media, and all actors within the advertising communications {industry}. For influencers, the doc offers major steerage on clear and moral submit marking. Manufacturers obtain path on correct collaboration with influencers, making certain transparency and regulatory compliance. Advertising and marketing companies acquire directions for creating efficient and moral campaigns utilizing influencer advertising whereas respecting authorized frameworks {and professional} guidelines.

Media and media professionals play important roles in influencer advertising. Many influencers use conventional and digital media to increase affect, whereas journalists and editors ceaselessly observe and report on new tendencies, campaigns, and influencers. Media keep accountability for creating correct and goal narratives about influencer advertising.

Further stakeholders embrace regulatory establishments, shopper rights safety organizations, and all events addressing authorized and moral points of influencer advertising. These actors guarantee social community advertising complies with legal guidelines and laws defending customers.

The working group calls on all market members—influencers, manufacturers, companies, and media—to signal a declaration and start making use of the rules. Declaration signatories verify perception in influencer advertising that’s “lawful, first rate, sincere, and truthful” and advocate for guideline promotion {and professional} rules.

IAB Europe published measurement guidelines for commerce media on November 3, 2025, the identical day because the Croatian influencer advertising framework. The European group has pursued measurement standardization by way of a number of initiatives addressing fragmentation, with analysis indicating 78 p.c of stakeholders establish media measurement as requiring {industry} alignment.

Regulatory setting

Whereas laws and codes present basic guidelines, speedy improvement of digital channels and modifications in shopper habits increase questions requiring up to date and nuanced options. Influencer advertising, as one of many fastest-growing and most influential digital communication segments, proves significantly delicate to those questions.

Power lies not solely in attain however in affect on shaping attitudes, behaviors, and shopper choices. As a consequence of this affect degree, the necessity for accountable approaches turns into necessity. IAB Croatia believes the {industry} has each accountability and alternative to collectively construct knowledgeable, clear, and moral market.

The doc presents theoretical frameworks alongside sensible instruments for all members in influencer advertising. Targets embrace supporting accountable apply, encouraging dialogue, and directing future market improvement in methods benefiting all stakeholders.

Present laws in Croatia and the European Union impose particular consideration and particular preparations for susceptible social teams, together with communications directed at youngsters, youth, disabled individuals, and different susceptible classes. Particular laws govern inadmissible or restricted types of advertising communications corresponding to subliminal promoting, comparative and deceptive promoting, and unfair enterprise practices.

Particular person merchandise and actions face restrictions together with tobacco merchandise, medicines, alcohol, and meals merchandise with excessive fats, sugar, and salt content material. Kinds and fashions of selling communication together with gross sales promotion, sponsorship, patronage, product placement, guerrilla advertising, and political communication require adherence to particular requirements.

Forms of media and artistic methods spanning print media, outside promoting, digital media, knowledge utilization, and synthetic intelligence instruments demand specialised concerns. Mental property safety stays important all through implementations.

The framework emphasizes that guideline compliance alone might not decide whether or not advertising communications are lawful or moral. Whereas lawfulness represents an moral minimal, actions will be lawful but unethical. The working group recommends complete analysis of all authorized and moral norms in Croatia and the European Union.

Copyright enforcement in influencer marketing has intensified. Sony Music Leisure filed a lawsuit in August 2025 in opposition to Designer Shoe Warehouse for utilizing copyrighted music in social media posts, together with content material from paid influencer partnerships that lacked correct disclosure necessities.

Implementation timeline and help

The nationwide marketing campaign accompanying guideline publication encourages ambassador influencers to mark paid collaborations in response to requirements beginning instantly. Posts will carry “#oglas” or “#promo” markers with clear notes about industrial collaborations. Some influencers signed the declaration alongside firms, media, and companies.

The declaration represents dedication to lawful, first rate, sincere, and truthful influencer advertising whereas advocating for guideline promotion {and professional} rules. Marketing campaign ambassadors display transparency not as authenticity loss however as respect for audiences and contribution to extra moral digital areas.

The working group contains Mario Fraculj from Algebra Bernays College and courtroom professional for advertising, promoting, and market communication; Kristina Gotovac from Communication Laboratory; Nikola Vrdoljak from 404; Kamilo Antolović from Algebra Bernays College and Croatia’s first everlasting courtroom professional for promoting; Dario Marčac from Crew; and Sandra Babić from Lider Media. Assist got here from Karla Drašković, Marin Vlainić, and Dunja Ivana Ballon from IAB Croatia.

IAB Croatia holds license possession by way of the Croatian Affiliation of Market Communication Societies (HURA), the main nationwide skilled affiliation gathering a few of Croatia’s most profitable companies from advertising, promoting, public relations, media, digital, and associated fields. HURA operates as a separate, independently organized and managed affiliation that types a part of the Interactive Promoting Bureau world community however stays exterior possession, management, or administration by Interactive Promoting Bureau, Inc.

For extra questions on tips and influencer advertising self-regulation, events can contact IAB Croatia’s Self-Regulation Working Group. Whereas not functioning as a regulatory physique that may prosecute violations and impose sanctions, the working group can advise on self-regulatory actions corresponding to creating proprietary tips, offering recommendation on adhering to moral rules, or sharing greatest apply examples.

Events figuring out violations of regulation provisions—legal guidelines and subordinate acts talked about within the tips—can contact the State Inspectorate or the Company for Digital Media. These regulatory our bodies concern warnings, binding orders, and reprimands for regulation violations inside their domains.

The Media Rating Council issued transparency standards for digital promoting auctions in September 2025, reflecting industry-wide efforts to ascertain clearer operational requirements. The framework addresses public sale varieties, bid conversion processes, reserve pricing, winner willpower, and reporting necessities throughout show, video, audio, search, social, retail media, and linked tv channels.

Timeline

Abstract

Who: IAB Croatia, working underneath the Croatian Affiliation of Market Communication Societies (HURA), developed tips by way of a working group comprising {industry} professionals, lecturers, media representatives, and civil society members. Companions embrace the Croatian Affiliation of Digital Publishers (HUDI), European Fee, Croatian Public Relations Affiliation (HUOJ), Solidarna Basis, and Company for Digital Media. The framework impacts influencers, manufacturers, advertising companies, media organizations, and regulatory establishments throughout Croatia’s digital promoting ecosystem.

What: Complete self-regulation tips establishing transparency requirements for influencer advertising, specifying obligatory disclosure markers, platform-specific implementation protocols, profit definitions triggering disclosure necessities, and legal-ethical frameworks. The documentation consists of 19 pages of detailed steerage with visible examples, flowcharts figuring out disclosure necessity, and sensible implementation directions throughout Instagram, Fb, TikTok, and YouTube platforms. The initiative encompasses a nationwide marketing campaign “Važno je znati kad se plati” selling guideline adoption and a declaration for voluntary dedication.

When: IAB Croatia revealed the rules on November 3, 2025, launching the transparency marketing campaign concurrently. Influencer ambassadors started implementing disclosure requirements instantly following publication. The framework represents the end result of months of collaborative improvement by the working group, constructing on world self-regulation fashions whereas addressing Croatian market specifics and European Union regulatory necessities.

The place: The rules apply all through Croatia’s digital advertising ecosystem, masking all platforms the place influencers function together with social media networks, blogs, web sites, and rising channels. Geographic scope extends to Croatian-language content material and creators working inside Croatian jurisdiction, although rules align with broader European Union shopper safety frameworks and Worldwide Chamber of Commerce requirements relevant throughout a number of markets.

Why: IAB Croatia developed the rules to handle documented transparency failures in influencer advertising, with analysis exhibiting solely 20 p.c shopper recognition of economic content material. The initiative responds to rising regulatory scrutiny following European Fee investigations revealing widespread disclosure violations. Self-regulation represents a proactive strategy stopping stricter legislative intervention whereas constructing belief, defending customers—significantly susceptible teams together with youngsters and youth—and establishing Croatia for example of practical {industry} self-regulation benefiting all stakeholders.