Media regulation in the Netherlands: Influencers under the supervision of the CvdM

posted on 15 July, 2022   (public)

Influencers under the supervision of the media regulator in the Netherlands

It is now official, as of 1 July 2022, video uploaders must register and comply with the Dutch Media Act.

As a first step, influencers on YouTube, Instagram and TikTok with more than 500,000 followers and having posted at least 25 videos in the last two years will be the first ones to fall under the active supervision of the Commissariaat voor de Media (CvdM).

They are given two months to register with the Chamber of Commerce.

The aim of these new provisions is to make influencers aware of their obligations regarding their viewers, and especially the minors, and to protect them from harmful content by providing more transparency on the content uploaded.

The main rules are:

  • Be clear about advertising (Influencers are obliged to join the Advertising Code Foundation - Stichting Reclame Code);
  • Take minors into account (Influencers must report to NICAM);
  • Make known who you are.

Video uploaders can use the "Registration check" on the CvdM's website to know whether they fall under this new registration requirement. The website also provides detailed explanations on the new legal requirements and the CvdM intends to organise dedicated trainings with the video uploaders.

At a later stage, the CvdM will lower the threshold to monitor all influencers and expand their active supervision to broader obligations provided for in the Dutch Media Act (European works quotas, accessibility, hate speech).

Source: The CvdM

Picture credits: Photo by Diggity Marketing on Unsplash

EPRA related content: These new provisions were brieftly presented during the thematic plenary session on "Advertising and minors" of the 55th EPRA meeting in Antwerp.