• Having read the Recommendations of the President of the Office of Competition and Consumer Protection you already know what, how and when to tag advertising content on social media.
• Now it’s time to try out a special tool that we prepared – an AR filter for Instagram and Facebook – you will find it by the name OznaczamReklamy.

OznaczamReklamy AR filter was announced together with the publication of Recommendations of the President of the Office of Competition and Consumer Protection pertaining to the tagging of advertising content by influencers on social media. Now, the tool can already be used. It is a free tool using augmented reality to enrich the published images and videos, which enables tagging commercial content in an attractive and clear way. 

“State-of-the-art technology behind AR filters enables adding effects to the camera image in real time.  Thanks to our filter you will be able to clearly tag an advertisement, self-promotion and gift. It will also be a clear signal for your followers that you know and comply with the guidelines included in our Recommendations and for us that you help recommend them to more users. We encourage testing and using the filters both on Facebook and Instagram,” said Tomasz Chróstny, President of the Office of Competition and Consumer Protection.

The OznaczamReklamy filter was designed in two color versions – purple and white, to best match it to original works of online content creators and ensure its maximum visibility. Two-level tagging is crucial for clear identification of commercial nature of published content in a way that is understandable and visible to all viewers. Whether using a mobile or desktop device, it is important that consumers know in an instant what type of content is presented.  We recommend using the features available on social platforms while at the same time tagging content independently.

The AR filter for Instagram and Facebook is available on UOKiK’s profile on Instagram, from where it can be saved to be used at any time. We will also find it in the effect gallery under the name “OznaczamReklamy”.

Co-regulation – Cooperation between UOKiK, the industry and the scientific community

Recommendations of the President of UOKiK describe key definitions, applicable legal regulations and provide specific examples of and guidelines as to actions related to advertising tags that should be used on social media (Instagram, Facebook, TikTok, YouTube). They were prepared after several months of consultations with representatives of the influencer marketing industry: Związek Pracodawców Branży Internetowej IAB Polska (Internet Employers’ Association IAB Poland), Stowarzyszenie Komunikacji Marketingowej SAR (Marketing Communications Association SAR) and the Advertising Council. Representatives of the scientific community from Warsaw University’s Journalism, Information and Bibliology Department, as well as from the Press Systems and Press Law Laboratory operating at the Political Sciences and Journalist Department of Adam Mickiewicz University in Poznań also participated in the work on the Recommendations.  The discussions on tagging gifts, invitations or affiliation links have also been attended by content creators themselves who took part in the first round of consultations organized by UOKiK on Instagram @uokikgovpl.

Activities of the President of UOKiK  

Each month, we receive approximately 300 reports concerning potential violations and misleading advertisement tags. Information about cases in which no such tags are used on social media is obtained as well. Numerous investigations concerning scam and surreptitious advertising are ongoing. The first fines for failing to cooperate with UOKiK have already been imposed on 6 influencers – inter alia for failing to provide the Office with applicable explanations. In July 2022, the President of UOKiK pressed the first charges concerning improper use of advertisement tags on social media. Those charges have been pressed against three influencers and one advertiser. Please be reminded that influencers, advertising agencies and advertisers are the parties who are responsible for correct tagging of all advertising content. A penalty equaling up to 10% of annual turnover may be imposed for failing to properly tag commercial content.

Answers to frequently asked questions related to Recommendations of the President of the Office of Competition and Consumer Protection pertaining to the tagging of advertising content by influencers on social media will be posted in our materials on a dedicated site and Instagram profile @uokikgovpl. We will also answer the questions during a webinar with a Q&A session IAB ExpertPanel: Recommendations of the President of UOKiK for influencers. #OznaczamReklamy. The webinar will be held at 11:00 am - 12:30 pm on 21 October. The event is free of charge, but participation is subject to registration: livewebinar.com/792-965-540.

Have you identified scam or a non-labeled ad on an influencer’s account? Notify us by e-mail: scam@uokik.gov.pl.

Additional information for the media:

UOKiK Press Office
pl. Powstańców Warszawy 1, 00-950 Warsaw, Poland
Phone: 22 55 60 246
Email: biuroprasowe@uokik.gov.pl
Twitter: @UOKiKgovPL
You can also follow us on Instagram: @uokikgovpl