Citation:
Abstract:
With the development of technology and the overwhelming expansion of the social networks in people’s daily life nowadays, a completely new branch in the direct marketing has emerged, and that is the influencer marketing. Influencer - marketing is emerging as a new and successful tool for promoting products, with more and more people appearing on social media. Over the years, the rate of influencers in digital marketing has been increasing, and it is believed that they can influence consumers’ decision to buy products directly. The emergence of influencers and their engagement is relatively new, hence the question of the status of influencers and their commercial activity in the legal system becomes an issue worth considering and regulating. How do influencers make money? Is there regulation for their actions? Are their actions in the internet space limited? What is their status? Do they pay taxes? These questions are the subject for analysis and elaboration in this text. The legal scope of this influencer – marketing is entering in many aspects of the Macedonian legal system, thus providing space for legal analysis, interpretation and regulation. This text in particular aims to make an analysis of the legal aspects of the contracts between the influencers and the brands, as well as the legal impact of the influencers’ actions on the consumers’ rights.