Legal Measures to Control Influencer Marketing on Social Media: A Case Study of Using Manipulated Photos or Videos
Keywords:
การควบคุมการโฆษณา, ผู้ทรงอิทธิพลบนสื่อสังคมออนไลน์, อินฟลูเอนเซอร์, รูปภาพ, วีดิทัศน์, การคุ้มครองผู้บริโภคAbstract
The purpose of this research is to study Thai and international laws pertaining to the management of influencer marketing on social media. It also compares Thai and international laws pertaining to the regulation of influencer marketing on social media and looks for ways to make Thailand’s laws more appropriate and comprehensive in safeguarding consumers’ access to influencer marketing on social media. The research methodology used in this study was qualitative, and document data was gathered from books, journals, theses, research reports, and associated electronic media.
According to the research, influencer marketing on social media platforms using manipulated images or videos for commercial purposes was not specifically regulated in Thailand. This led to issues when implementing numerous legislations. The current legal framework was insufficiently broad to adequately safeguard consumers in these kinds of situations. In contrast, legal measures were implemented in the French Republic and Norway to ensure that consumers were aware of the manipulated images or videos that were used in commercials.
The author proposes that in order to promote transparency in advertising, a specific law should be passed to regulate influencer marketing on social media in terms of posting signs or language beside manipulated photos or videos. Additionally, it ought to impart information and foster attitudes toward appropriate beauty standards. To ensure that influencer marketing on social media is appropriate, government bodies should proactively regulate and inspect the activity.
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