Budapest, October 16, 2025 – Being an influencer is by no means an easy path to success, as being in the spotlight comes with great responsibility, according to the latest publication by the National Media and Infocommunications Authority (NMHH). The book, entitled “Legal Handbook for Influencers,” was edited by András Koltay, president of the NMHH, and András Tóth, vice-president of the Hungarian Competition Authority (GVH). The work covers economic, copyright, and media law aspects and can be a useful guide for anyone who wants to capitalize on their fame. The groundbreaking volume was presented on Wednesday, October 15, at the GVH’s headquarters in Budapest.
More and more young people are envisioning their future as influencers, and in line with this trend, some of those applying to study communication and media sciences already see online content creation as the path to professional fulfillment. Influencers are the brand ambassadors of our time, capable of influencing the purchasing decisions of the masses. No special training is required to become an influencer – in fact, it is questionable whether this activity can be considered a profession in the traditional sense – but addressing followers and acting as an influencer requires special skills.
This is why the book “Legal Handbook for Influencers”, published by the NMHH Media Research Institute as part of the Media Research Library series, is so important. It was edited by András Tóth, Vice-President of the GVH and President of the Competition Council of the GVH, and András Koltay, President of the NMHH and the Media Council.
The publication aims to draw attention to the responsibilities that come with marketing based on public recognition. Influencers leverage the trust of their followers, thereby exposing themselves – and collaborating advertisers – to myriad legal pitfalls, compliance risks, and operational challenges. There are almost endless questions to be answered about their activities: to what extent is the influencer responsible for the content, and to what extent is the platform that publishes it? What fits within the framework of an influencer collaboration and what does not? Who are niche influencers, and what about kidfluencers, given that child labor is prohibited? How should those with underage followers communicate? Does an influencer’s responsibility depend on the number of followers they have, and how can they ethically advertise their own products?
In addition to answering the most frequently asked questions, the publication also helps readers find their way around with exciting practical examples. The volume devotes an entire chapter to child protection issues, taking into account not only European Union regulations but also the practices of individual social media platforms.
At the book launch event, Csaba Balázs Rigó emphasized: “Influencer marketing is not just an economic activity, but a relationship of trust between creators and consumers. That is why it is in our common interest to ensure that this relationship is transparent, fair, and responsible.” The President of the GVH recalled that, according to a survey conducted by the national competition authority in 2024, only 20 percent of domestic influencers comply with the rules on advertising disclosure in all cases. Csaba Balázs Rigó emphasized: “Compliance is not an optional choice, but a fundamental condition for market presence.”
András Koltay said at the event: “Influencers are clearly public figures, as they can influence large numbers of people on issues of public authority or other socially important matters.” The President of the NMHH pointed out that the criticizability of these online actors is still an open question, as domestic legal practice has not yet provided a clear answer as to whether influencers fall into the same category as politicians or ordinary people in this respect. András Koltay emphasized: “There are many advantages to having access to a wide audience, but no one should be able to exploit these advantages while exempting themselves as private individuals from the negative consequences that affect public figures.”
At the conference accompanying the book launch, following the welcome speech and professional presentations, a panel discussion was held on the ethical and legal issues of influencer communication with the participation of the National Media and Communications Authority, the Hungarian Competition Authority, the National University of Public Service, and Eötvös Loránd University.
One of the NMHH’s key objectives is to promote transparency in the media market through extensive scientific cooperation and to support the work of national and EU legislators and law enforcement agencies with reliable and up-to-date expert analyses. It was in this spirit that a publication was produced with the professional cooperation of the GVH, describing the copyright, competition law, trademark law and tax law aspects of influencer marketing. The work is useful and thought-provoking reading for legal professionals and communication strategists, but also for those who want to build a career in social media. The promise of our age is that anyone can become an influencer.
GVH Press
Further information:
Bálint Horváth, Head of Communication +36 20 238 6939