Pravni vidiki oglaševanja vplivnežev na družbenih omrežjih : (magistrsko diplomsko delo)

Gomboc, Maša (author), Lutman, Karmen (mentor)

Magistrsko diplomsko delo »Pravni vidiki oglaševanja vplivnežev na družbenih omrežjih« obravnava pravno ureditev oglaševanja prek vplivnežev na družbenih omrežjih ter vprašanje ustreznosti obstoječega slovenskega in evropskega pravnega okvira pri zagotavljanju transparentnosti oglaševalskih vsebin in varstva potrošnikov. Namen naloge je bil analizirati pravne akte, samoregulativne mehanizme in primerjalnopravne rešitve izbranih evropskih držav ter ugotoviti, ali je področje vplivnostnega oglaševanja v Sloveniji pravno neurejeno oziroma ali bi bila primerna posebna zakonska ureditev. Analiza je temeljila na pregledu slovenske in evropske zakonodaje, strokovne literature, samoregulativnih aktov oglaševalske industrije ter primerjalnopravnem pregledu ureditev izbranih držav članic. Posebna pozornost je bila namenjena vprašanju prikritega oglaševanja, transparentnosti komercialnih vsebin in vlogi družbenih omrežij kot posrednikov oglaševalskih vsebin. Proučitev je pokazala, da vplivneži zaradi vzpostavljenega odnosa zaupanja pomembno vplivajo na potrošniške odločitve uporabnikov, kar povečuje tveganje za zavajajoče poslovne prakse. Ugotovljeno je bilo, da slovenski in evropski pravni okvir že vsebuje številna pravila, ki prepovedujejo prikrito oglaševanje in zahtevajo jasno prepoznavnost oglasnih vsebin, vendar je ureditev razpršena med različne predpise in zato v praksi pogosto nepregledna. Primerjalnopravna analiza je pokazala, da večina evropskih držav področje vplivnostnega oglaševanja ureja podobno kot Slovenija, predvsem s splošnimi pravili potrošniškega in medijskega prava. Izjema je Francija s posebno zakonodajo, ki pa se ni izkazala kot bistveno izboljšanje ureditve, temveč predvsem kot podvajanje že obstoječih pravil. Naloga ugotavlja, da popolne transparentnosti vplivnostnega oglaševanja zaradi hitrega razvoja digitalnih platform in spreminjajočih se oblik spletne komunikacije najverjetneje ni mogoče zagotoviti, zato bo za učinkovito varstvo potrošnikov v prihodnje poleg učinkovitega nadzora pomembna tudi večja ozaveščenost samih uporabnikov družbenih omrežij.

• Language: Slovenian
• Keywords: vplivneži, družbena omrežja, transparentnost oglaševanja, varstvo potrošnikov, samoregulacija
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: PF - Faculty of Law
• Publication status: Published
• Publication version: Version of Record
• Place of publishing: Ljubljana
• Publisher: M. Gomboc
• Year: 2026
• Number of pages: 1 spletni vir (1 datoteka PDF (V, 37 str.))
• PID: 20.500.12556/RUL-184525
• UDC: 346.548:316.472.4(043.2)
• COBISS.SI-ID: 284763651
• Publication date in RUL: 09.07.2026

Secondary language

• Language: English
• Title: Legal aspects of influencer advertising on social media

Abstract

The master’s thesis »Legal Aspects of Influencer Advertising on Social Media« examines the legal regulation of influencer advertising on social media and the adequacy of the existing Slovenian and European legal framework in ensuring transparency of advertising content and consumer protection. The aim of the thesis was to analyse legal acts, self-regulatory mechanisms and comparative legal solutions of selected European countries in order to determine whether influencer advertising in Slovenia is insufficiently regulated and whether a special legal regulation would be appropriate. The analysis was based on a review of Slovenian and European legislation, academic literature, self-regulatory acts of the advertising industry and a comparative review of the regulations of selected Member States. Special attention was given to hidden advertising, transparency of commercial content and the role of social media platforms as intermediaries of advertising content. The study showed that influencers, due to the relationship of trust established with their followers, have a significant influence on consumer decisions, which increases the risk of misleading commercial practices. It was established that the Slovenian and European legal framework already contains many rules prohibiting hidden advertising and requiring clear identification of advertising content; however, the regulation is dispersed among different legal acts and is therefore often unclear in practice. The comparative legal analysis showed that most European countries regulate influencer advertising similarly to Slovenia, mainly through general rules of consumer and media law. France represents an exception with its special legislation, which has not proven to be a significant improvement of the regulation, but rather a duplication of already existing rules. The thesis concludes that complete transparency of influencer advertising will probably not be achievable due to the rapid development of digital platforms and changing forms of online communication. Therefore, in the future, effective consumer protection will depend not only on efficient supervision, but also on greater awareness among social media users themselves.

• Keywords: influencers, social media, transparency in advertising, consumer protection, self-regulation