Advertising self-regulation challenges in the light of legal and ethical risks of influencer marketing

In the light of the growth of influencer marketing, this descriptive and analytical study pursues the following three objectives: first, to identify and describe the legal and ethical boundaries of this advertising practice; second, to assess its
supervision on the basis of case law and resolutions of the Spanish advertising selfregulation system; third, to identify the role advertising self-regulation could play to guarantee consumer protection in accordance with the actions performed by two leading advertising markets, the United States and the United Kingdom. The results show: the absence of published specific regulation or codes of ethics
around advertising practice in Spain; the absence of case law or self-regulation resolutions around compliance with the principle of advertising identification; finally, the crucial role selfregulation can and must play in raising awareness
among advertisers, influencers and the audience regarding the necessary identification of this advertising practice, promoting the commitment and co-responsibility of the parties, and involving them in the monitoring and control process of possible infringements.