Budapest, October 2, 2025 – The Hungarian Competition Authority (GVH) has concluded proceedings against social media influencer Bence Halmi and his associated company. The investigation determined that Halmi promoted his own business services across platforms – reaching approximately 422,000 TikTok followers and over 37,000 on Instagram – without requisite advertising disclosures. During the proceeding, the influencer and their company became cooperative with the GVH, ultimately acknowledging the infringement and waiving their right to appeal. Accordingly, the Competition Council of the GVH reduced the imposed fine to HUF 1.3 million.
In the spring of 2024, the GVH launched competition supervision proceedings against six domestic influencers and several advertising companies. As part of an online inspection (known as a sweep) conducted to review the advertising practices of domestic content creators, the GVH identified a number of shortcomings in the marketing activities of influencers. The GVH found that only 20% of influencers comply with the rules on indicating advertising in all cases, the majority (54%) generally indicate the promotional nature of the content, but not always, while about a quarter of influencers never or only very rarely publish any information.
The investigation was first concluded in the case of Roland Kása, who operates the “Rolix” YouTube channel. Now, the GVH has concluded its competition supervision proceedings against Bence Halmi and several other undertakings.
The national competition authority found that Bence Halmi and his company, Shelby Rent Kft., from August 2023 to June 15, 2024, through commercial communications published on the "halmibence" Instagram and TikTok channels, they created the false impression that Bence Halmi was not acting for purposes related to his own business, economic activity, or profession when they failed to indicate the promotional nature of certain communications, thereby violating the relevant legal provisions.
The GVH once again reminds domestic influencers, as well as relevant agencies and advertisers, that content creators must clearly, prominently, and comprehensibly disclose any compensation received for published content. In the specific case at hand, the GVH underscores that disclosure remains mandatory even when influencers promote their own businesses, products, or services. The national competition authority recommends that influencers and agencies refer to its influencer marketing information sheet, updated at the end of 2022, which provides practical positive and negative examples to illustrate compliant consumer information practices.
In connection with this case, the GVH also draws businesses’ attention to the benefits of cooperating with the national competition authority. Pursuant to the provisions of the Competition Act, the GVH provides companies with several opportunities for cooperation in both consumer protection and competition law matters. By selecting the appropriate forms of cooperation, imposed fines may be significantly reduced or, in certain cases, avoided altogether. It is essential that the businesses concerned cooperate from the very beginning of the proceedings.
The Hungarian Competition Authority continues to pay special attention to the protection of children and young people as a vulnerable consumer group. Among other things, the GVH’s Digital Awareness Program aims to raise children’s awareness of the risks of the digital space.
The case number in the official records is VJ/14/2024.
GVH Press
Further information:
Bálint Horváth, Head of Communication +36 20 238 6939