New restrictions for influencers – the end of easy money

In 2025 Poland introduces fresh regulations aimed at regulating influencers. These changes in law have sparked immense controversy among those who gain from promoting social media products and services. The introduction of fresh regulations means the end of times erstwhile influencers made money in publishing posts without greater control. The article presents details of the fresh regulations and their possible impact on the marketplace of influencer marketing in Poland.

In 2025, amendments to the Competition and Consumer Protection Act were introduced, which regulate influencers in more detail. Under the fresh rules, influencers must now meet certain requirements relating to the transparency of their activities. This concerns primarily the labelling of sponsored content and the disclosure of information on the remuneration for product promotion. Previously, influencers could print paid posts without clear information that they were sponsored, which led to consumers' confusion.

The fresh rules besides require influencers not to advance products which may be considered dangerous, misleading or in any way harmful to consumers. This applies especially to wellness products, dietary supplements, as well as goods that may be associated with harmful environmental effects. These changes are expected to have a peculiar impact on influencers dealing with the promotion of diets, supplements, as well as all kinds of "easy ways to gain fast".

The introduction of the fresh rules was preceded by a broad public debate, involving both influencers and marketing manufacture representatives. A vast majority of experts say that fresh regulations are a step in the right direction, providing greater consumer protection and bringing order to the marketplace for influencer marketing. According to investigation conducted by the University of Warsaw, 70% of Poles believe that influencers should be obliged to mark sponsored posts and disclose wages for promoting products.

According to the study of the Polish Marketing Institute of 2024, the marketplace for influencer marketing in Poland reached PLN 1.3 billion, and in 2025 a further increase of 15% is expected. However, changes in government may make it hard for influencers, especially those who have so far earned little transparent marketing activities. The designation of any sponsored content and accurate disclosure of remuneration may require influencers to be more careful and committed, which may affect their income.

For many influencers, this is simply a hard situation. any of them fear that fresh regulations will affect their freedom of action, as well as the quality of cooperation with brands. On the another hand, any experts stress that introducing clearer rules will aid build consumer confidence. Transparency in product promotion can influence more informed purchasing decisions and increase assurance in influencers as reliable sources of recommendation.

It is worth noting that the fresh regulations on influencers besides influence companies that cooperate with influencers in marketing campaigns. Brands will be required to monitor influencers and guarantee that any advertising posts comply with the fresh regulations. Moreover, entrepreneurs will gotta closely monitor whether the products they advance violate consumer protection rules. If infringements are detected, they may face financial penalties, which may be up to 10% of the company's yearly turnover.

Although these changes rise concerns among any influencers, they may have a affirmative impact on the net marketing marketplace in the long term. Transparency, accountability and an ethical approach to product promotion can contribute to the further improvement of a marketplace where influencers will be seen as professional and reliable business partners.

From a consumer perspective, the fresh government is simply a step towards greater protection of their interests. According to investigation conducted by the Institute for Public Opinion Research, as many as 82% of Poles believe that influencers should be liable for the content they promote, and 64% declare that they anticipate greater transparency in online advertisements. In turn, only 12% of users believe that these rules introduce unnecessary bureaucracy.

The introduction of fresh restrictions on influencers in Poland has a crucial impact on the full net marketing industry. Although they may pose a challenge to any influencers, they will have a affirmative impact on consumer assurance and marketplace professionalism in the long term.