Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok

Haoyang Gui; Thales Costa Bertaglia; Catalina Goanta; Sybe de Vries; Gerasimos Spanakis

doi:10.1007/978-3-031-78548-1_1

Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok

Maastricht University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

Abstract

Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and supranational authorities worldwide, who are starting to impose increasingly harsher sanctions on them. This paper proposes a transparent methodology for measuring whether and how influencers comply with disclosures based on legal standards. We introduce a novel distinction between disclosures that are legally sufficient (green) and legally insufficient (yellow). We apply this methodology to an original dataset reflecting the content of 150 Dutch influencers publicly registered with the Dutch Media Authority based on recently introduced registration obligations. The dataset consists of 292,315 posts and is multi-language (English and Dutch) and cross-platform (Instagram, YouTube and TikTok). We find that influencer marketing remains generally underdisclosed on social media, and that bigger influencers are not necessarily more compliant with disclosure standards.

Original language	English
Title of host publication	Social Networks Analysis and Mining
Subtitle of host publication	16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III
Editors	Luca Maria Aiello, Tanmoy Chakraborty, Sabrina Gaito
Place of Publication	Cham
Publisher	Springer
Pages	3-12
Number of pages	10
Edition	1
ISBN (Electronic)	978-3-031-78548-1
ISBN (Print)	978-3-031-78547-4
DOIs	https://doi.org/10.1007/978-3-031-78548-1_1
Publication status	Published - 24 Jan 2025
Event	16th International Conference on Social Networks Analysis and Mining, ASONAM 2024 - Rende, Italy Duration: 2 Sept 2024 → 5 Sept 2024

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	15213 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	16th International Conference on Social Networks Analysis and Mining, ASONAM 2024
Country/Territory	Italy
City	Rende
Period	2/09/24 → 5/09/24

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Keywords

influencer marketing
Instagram
legal disclosures
social media measurement
TikTok
YouTube

Access to Document

10.1007/978-3-031-78548-1_1

978-3-031-78548-1_1Final published version, 793 KBLicence: Taverne

Cite this

Gui, H., Costa Bertaglia, T., Goanta, C., de Vries, S., & Spanakis, G. (2025). Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok. In L. M. Aiello, T. Chakraborty, & S. Gaito (Eds.), Social Networks Analysis and Mining: 16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III (1 ed., pp. 3-12). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 15213 LNCS). Springer. https://doi.org/10.1007/978-3-031-78548-1_1

Gui, Haoyang ; Costa Bertaglia, Thales ; Goanta, Catalina et al. / Across Platforms and Languages : Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok. Social Networks Analysis and Mining: 16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III. editor / Luca Maria Aiello ; Tanmoy Chakraborty ; Sabrina Gaito. 1. ed. Cham : Springer, 2025. pp. 3-12 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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abstract = "Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and supranational authorities worldwide, who are starting to impose increasingly harsher sanctions on them. This paper proposes a transparent methodology for measuring whether and how influencers comply with disclosures based on legal standards. We introduce a novel distinction between disclosures that are legally sufficient (green) and legally insufficient (yellow). We apply this methodology to an original dataset reflecting the content of 150 Dutch influencers publicly registered with the Dutch Media Authority based on recently introduced registration obligations. The dataset consists of 292,315 posts and is multi-language (English and Dutch) and cross-platform (Instagram, YouTube and TikTok). We find that influencer marketing remains generally underdisclosed on social media, and that bigger influencers are not necessarily more compliant with disclosure standards.",

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Gui, H , Costa Bertaglia, T , Goanta, C , de Vries, S & Spanakis, G 2025, Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok. in LM Aiello, T Chakraborty & S Gaito (eds), Social Networks Analysis and Mining: 16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III. 1 edn, Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 15213 LNCS, Springer, Cham, pp. 3-12, 16th International Conference on Social Networks Analysis and Mining, ASONAM 2024, Rende, Italy, 2/09/24. https://doi.org/10.1007/978-3-031-78548-1_1

Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok. / Gui, Haoyang ; Costa Bertaglia, Thales ; Goanta, Catalina et al.
Social Networks Analysis and Mining: 16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III. ed. / Luca Maria Aiello; Tanmoy Chakraborty; Sabrina Gaito. 1. ed. Cham: Springer, 2025. p. 3-12 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 15213 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - Across Platforms and Languages

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AU - Goanta, Catalina

AU - de Vries, Sybe

AU - Spanakis, Gerasimos

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025/1/24

Y1 - 2025/1/24

N2 - Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and supranational authorities worldwide, who are starting to impose increasingly harsher sanctions on them. This paper proposes a transparent methodology for measuring whether and how influencers comply with disclosures based on legal standards. We introduce a novel distinction between disclosures that are legally sufficient (green) and legally insufficient (yellow). We apply this methodology to an original dataset reflecting the content of 150 Dutch influencers publicly registered with the Dutch Media Authority based on recently introduced registration obligations. The dataset consists of 292,315 posts and is multi-language (English and Dutch) and cross-platform (Instagram, YouTube and TikTok). We find that influencer marketing remains generally underdisclosed on social media, and that bigger influencers are not necessarily more compliant with disclosure standards.

AB - Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and supranational authorities worldwide, who are starting to impose increasingly harsher sanctions on them. This paper proposes a transparent methodology for measuring whether and how influencers comply with disclosures based on legal standards. We introduce a novel distinction between disclosures that are legally sufficient (green) and legally insufficient (yellow). We apply this methodology to an original dataset reflecting the content of 150 Dutch influencers publicly registered with the Dutch Media Authority based on recently introduced registration obligations. The dataset consists of 292,315 posts and is multi-language (English and Dutch) and cross-platform (Instagram, YouTube and TikTok). We find that influencer marketing remains generally underdisclosed on social media, and that bigger influencers are not necessarily more compliant with disclosure standards.

KW - influencer marketing

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KW - TikTok

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DO - 10.1007/978-3-031-78548-1_1

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SN - 978-3-031-78547-4

T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

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Gui H , Costa Bertaglia T , Goanta C , de Vries S, Spanakis G. Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok. In Aiello LM, Chakraborty T, Gaito S, editors, Social Networks Analysis and Mining: 16th International Conference, ASONAM 2024, Rende, Italy, September 2–5, 2024, Proceedings, Part III. 1 ed. Cham: Springer. 2025. p. 3-12. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-031-78548-1_1

Across Platforms and Languages: Dutch Influencers and Legal Disclosures on Instagram, YouTube and TikTok

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

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