Think Calmly! – the GVH helps with information materials

By: Trademagazin Date: 2025. 05. 16. 11:19

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The digital world, including influencers, has an increasing impact on consumers’ everyday lives. The Hungarian Competition Authority (GVH) is therefore paying special attention to the advertising activities of opinion leaders in the online space. As part of its Think Calmly! campaign series, the GVH is drawing attention to the aspects that consumers should keep in mind regarding the activities of opinion leaders.

The Hungarian Competition Authority (GVH) has been paying special attention to the activities of influencers for years and also helps market players with up-to-date practical advice. At the end of 2022, the GVH updated its influencer marketing information, which shows, in a practice-focused manner, how to legally meet the expectations of ensuring consumer information, for example in the case of a post containing only written text or a video post. Furthermore, in the discussion available on the GVH Podcast channel, businesses and opinion leaders can receive useful advice on how to legally advertise on various social media platforms.

In November 2023, the GVH participated in the coordinated investigation (sweep) of the Consumer Protection Cooperation Network (CPC) of the European Commission and the Member State authorities, where it examined the activities of 28 Hungarian influencers. The GVH revealed that only 20% of domestic influencers always comply with the rules on indicating the nature of advertising, while the majority (54%) usually indicate the fact of promotional content, but not always.

Based on the experiences of the rapid analysis, in May 2024, the GVH initiated competition supervision proceedings against six Hungarian influencers. Of these, the competition supervision proceedings initiated in the case of the Rolix YouTube channel operated by Roland Kása were decided on 14 May 2025.

In connection with competition supervision proceedings, the GVH, as part of its campaign series “Think Calmly!”, warns consumers with a leaflet and video about what they should pay attention to when it comes to the activities of opinion leaders.