On the Legal Issues and Solutions in the Promotion of "Amateur Influencers"

Abstract

With the rapid development of social media, "amateur influencers" who quickly attract consumers' attention with their uniqueness have become a high-profile role in today's marketing strategies. However, the emergence of new things is bound to bring new problems. In their promotion, "amateur influencers" may have legal issues such as unclear definition of legal identity, implicit advertising promotion, false propaganda of products, and unfair competition behaviors like following trends to promote purchases. In addition, there may also be issues regarding the legality of platform promotion mechanisms. To solve the above legal problems, we should clarify the legal identity of "amateur influencers", regulate their illegal acts, clarify the legal obligations of platforms, guide consumers to enhance their legal awareness in the process of online consumption, and actively promote the healthy development of the influencer economy in accordance with the law, so as to reduce the existence of vicious competition and ensure the healthy and orderly development of the network environment.