ÖRT-NMHH Mini-conference: Where is influencer advertising headed next?

By: Trademagazin Date: 2025. 05. 09. 11:51

What rules apply to influencers today? Where do the ethical boundaries lie? How can education prevent advertising violations? These questions were answered at the professional mini-conference entitled “Where to next for influencer advertising?”, which was jointly organized by the Self-Regulatory Advertising Board (ÖRT) and the National Media and Communications Authority (NMHH) at the NMHH’s Visegrádi Street event venue. The event, attended by nearly 90 people, was attended by advertisers, agency professionals, lawyers and authorities.

Focus on compliance and prior compliance

Ildikó Fazekas, Director of ÖRT, opened the event. She highlighted that the European Union is also paying increasing attention to the operation of influencers, while the domestic market is also growing dynamically. According to the 2024 data of the Hungarian Advertising Association, the influencer marketing segment achieved advertising revenue of 8.1 billion forints, which represents a 31% increase compared to the previous year. The growing role also entails greater responsibility not only for influencers. In order to maintain trust in advertising and brands, legal and ethical operation is important, in which self-regulation and prior compliance represent an approach that means safer and more responsible operation for all market participants.

Zsolt László Szabó, Director of Media Market Cooperation and Research at NMHH, added: the role of influencers in the media space is now unavoidable, so law-abiding and ethical communication can be expected from them. NMHH – in cooperation with ÖRT – is committed to supporting initiatives that promote responsible digital advertising.