Influencers no longer have to give their address on social media

Influencers will no longer have to mention their address on their profiles on TikTok, Instagram and other social media channels, De Standaard reports on Tuesday.

In the summer of 2022, influencers debated whether they wanted to disclose their business details - often their personal information - on their social media channels. Earlier that year, a law made this mandatory for anyone who advertises online and is paid for it.

At the time, around 50 Belgian influencers were warned by the FPS Economy for failing to include their address and company number on their social media profiles. They risked fines of up to 80,000 euros if they failed to comply. Several high-profile influencers refused to do so, citing privacy concerns.

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Belgian influencers win battle over transparency rules
A solution has been found to the issue regarding a new rule that would require Belgian influencers to publicly share their home addresses. The transparency requirement stemming from EU guidance on unfair business practices kicked up a storm earlier this year.

However, the FOD Economy has recently updated its rules. "You can also fulfil this obligation by referring to your website on your social media channels. You must then mention your business details on that website," the department's website says.

The secretary of state for Consumer Protection, Alexia Bertrand of Flemish liberals Open VLD, describes this as a new option: "In addition to the possibility of using the address of a business centre, this is a way for influencers to avoid putting their private address directly on their social media profiles," she said.

Meanwhile, Bertrand has been looking for additional ways to protect their privacy at the European level for several weeks. Rules vary from country to country.

The Flemish government launched the Influencer FAQ in ​ 2023 to serve Flemish influencers. This web portal contains advice for online content creators and is updated with new topics and relevant information in cooperation with influencers.


Sien Wynants, Flemish Minister for youth and media Benjamin Dalle, Anne Cornut, Ilias and Jietse Pauwaert at the presentation of the influencer FAQ, in Brussels, March 2023 © BELGA PHOTO TIMON RAMBOER

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