New Spanish Influencer Criteria to Promote Brand Image and Consumer Protection

In recent years, the figure of an ‘influencer’ has gained significant strength in the context of product brands that are promoted by these individuals on social networks. However, the Spanish Government has outlined specific criteria that must be met to be considered an influencer. These criteria include having a minimum annual income of 300,000 euros and labeling content according to recommended ages.

An influencer is someone who has the ability to influence others through social media platforms such as Instagram, TikTok, Twitch, or YouTube. They have the charisma and skills to engage an audience with their content, creating ‘engagement’ and promoting conversations on specific topics while forming an emotional bond with their followers.

Companies are increasingly relying on influencers to complement their brand image and attract potential clients. Until now, there was no official guideline in Spain to define who can be considered an influencer or what responsibilities they have when advertising products. However, the Spanish government has established criteria based on economic, audience reach, and social media activity to determine who can be considered an influencer.

Influencers can generate significant income through collaborations with brands and firms. To comply with Spanish law as influencers, they must register in the State Registry of Audiovisual Providers as users of special relevance and comply with obligations related to advertising on social media, including labeling content according to appropriate age groups and avoiding advertising harmful substances.

In addition to these requirements, influencers must adhere to guidelines that protect minors who may access their content on platforms like TikTok. They must use digital identification tools to ensure appropriate age access. By following these criteria and guidelines, influencers must fulfill the same obligations as commercial television stations and other audiovisual actors to promote consumer protection and social network safety. Prominent influencers in Spain like Dulceida, Ibai Llanos, and María Pombo must comply with these regulations to promote greater protection for consumers and the influencer community.

In conclusion, the Spanish Government has established strict criteria for those seeking recognition as an influencer in Spain’s growing market for product promotion through social media platforms like Instagram, TikTok