Social media users in the Netherlands who earn money promoting goods and services to their audiences can now apply for a certificate to show they stick to the rules for advertising.

The Dutch advertising standards authority, data marketing body DDMA and the advertising industry association Bond van Adverteerders have launched the certificate to boost transparency in the so-called “influencer” market. 

The certificate is currently free but will cost €50 from August. Its use will not be compulsory but those who don’t have one will be excluded from working with some brands, such as Kruidvat, Tui and Heineken. All the big social media platforms are also supporting the initiative.  

The rules for influencer marketing are changing constantly, DDMA’s Martijn de Kemp told broadcaster NOS. “Not everyone realises that it counts as advertising if you are given free products or can borrow a car.”  

At the beginning of this year, 1,548 people were registered as influencer, vlogger or YouTuber at the chamber of trade. Some 150 of them have more than 500,000 followers and already have to comply with strict rules. For example, they have to register with the media commission and provide clear information about their ownership.