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

Haoyang Gui; Thales 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

Haoyang Gui, Thales Bertaglia^*, Catalina Goanta, Sybe de Vries, Gerasimos Spanakis

^*Corresponding author for this work

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

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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.

Original language	English
Title of host publication	Social Networks Analysis and Mining - 16th International Conference, ASONAM 2024, Proceedings
Editors	Luca Maria Aiello, Tanmoy Chakraborty, Sabrina Gaito
Publisher	Springer Verlag
Pages	3-12
Number of pages	10
Volume	15213 LNCS
ISBN (Print)	9783031785474
DOIs	https://doi.org/10.1007/978-3-031-78548-1_1
Publication status	Published - 2025
Event	16th International Conference on Social Networks Analysis and Mining, ASONAM 2024 - Rende, Calabria, Italy Duration: 2 Sept 2024 → 5 Sept 2024 https://asonam.cpsc.ucalgary.ca/2024/CFP.php

Publication series

Series	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	15213 LNCS
ISSN	0302-9743

Conference

Conference	16th International Conference on Social Networks Analysis and Mining, ASONAM 2024
Abbreviated title	ASONAM 2024
Country/Territory	Italy
City	Rende, Calabria
Period	2/09/24 → 5/09/24
Internet address	https://asonam.cpsc.ucalgary.ca/2024/CFP.php

Keywords

influencer marketing
Instagram
legal disclosures
social media measurement
TikTok
YouTube

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

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Gui, H., 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, Proceedings (Vol. 15213 LNCS, pp. 3-12). Springer Verlag. https://doi.org/10.1007/978-3-031-78548-1_1

Gui, Haoyang ; 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, Proceedings. editor / Luca Maria Aiello ; Tanmoy Chakraborty ; Sabrina Gaito. Vol. 15213 LNCS Springer Verlag, 2025. pp. 3-12 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Vol. 15213 LNCS).

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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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author = "Haoyang Gui and Thales Bertaglia and Catalina Goanta and \{de Vries\}, Sybe and Gerasimos Spanakis",

note = "Funding Information: This research has been supported by funding from the ERC Starting Grant HUMANads (ERC-2021-StG No 101041824). Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.; 16th International Conference on Social Networks Analysis and Mining, ASONAM 2024, ASONAM 2024 ; Conference date: 02-09-2024 Through 05-09-2024",

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editor = "Aiello, \{Luca Maria\} and Tanmoy Chakraborty and Sabrina Gaito",

booktitle = "Social Networks Analysis and Mining - 16th International Conference, ASONAM 2024, Proceedings",

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Gui, H, 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, Proceedings. vol. 15213 LNCS, Springer Verlag, Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 15213 LNCS, pp. 3-12, 16th International Conference on Social Networks Analysis and Mining, ASONAM 2024, Rende, Calabria, 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; Bertaglia, Thales; Goanta, Catalina et al.
Social Networks Analysis and Mining - 16th International Conference, ASONAM 2024, Proceedings. ed. / Luca Maria Aiello; Tanmoy Chakraborty; Sabrina Gaito. Vol. 15213 LNCS Springer Verlag, 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 article in proceeding › Academic › peer-review

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AU - Gui, Haoyang

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AU - Goanta, Catalina

AU - de Vries, Sybe

AU - Spanakis, Gerasimos

N1 - Funding Information: This research has been supported by funding from the ERC Starting Grant HUMANads (ERC-2021-StG No 101041824). Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

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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.

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SN - 9783031785474

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

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Gui H, 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, Proceedings. Vol. 15213 LNCS. Springer Verlag. 2025. p. 3-12. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), Vol. 15213 LNCS). doi: 10.1007/978-3-031-78548-1_1

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

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