Influencers under surveillance: the end of impunity?
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3 Jun 2025 •
Reading time: 2 minutes From 16 June 2025, the Dutch Commissariaat voor de Media (CvdM) will be extending its monitoring to a wider range of influencers. Until now, only those with more than 500,000 subscribers were concerned. From now on, any content creator active on YouTube, Instagram or TikTok who has published at least 24 paid videos in the last 12 months and is registered with the Chamber of Commerce will be subject to this enhanced surveillance.
This decision aims to protect young users from advertising abuses, particularly in sensitive areas such as online gambling. Amma Asante, President of the CvdM, points out:
‘Since 2022, the Commissariaat has been monitoring video makers. In particular, the Commissariaat expects influencers to ensure that the advertising in their videos is recognisable by viewers. In recent years, as part of our monitoring of downloaders, we have moved from providing information, through informal enforcement such as conversations, to stricter enforcement such as fines.’
Gambling: a grey area exploited by influencers
Online gambling is a particularly worrying sector. Influencers, often without knowing the legal implications, have promoted betting platforms or groups claiming to have information on match-fixing. These promotions have led many young people to lose large sums of money.
Anouk Tuijnman of Trimbos-instituut warns:
‘The large number of people who follow [influencers] shows that they are seen as a role model by many.’
In response to these abuses, the Dutch authorities are strengthening their regulatory arsenal. The CvdM provides for tougher penalties for offenders, including substantial fines. This approach is inspired by measures taken in France, where influencers have been sentenced for misleading promotions.
At the same time, educational initiatives are being launched. A certificate, developed in collaboration with regulatory bodies, enables influencers to demonstrate their compliance with advertising rules, particularly with regard to gambling.
A safer future for young Internet users?
Raising awareness among influencers is crucial. Many are unaware of the consequences of their promotions. Training courses and resources are available to inform them of the risks and legal obligations.
Social platforms are also called upon to play an active role by monitoring content and working with the authorities to prevent abuse.The extension of the CvdM’s control marks a significant step forward in protecting young people from harmful influences online. By combining regulation, education and collaboration, the authorities hope to create a safer and more ethical digital environment.