A new regulation requires influencers in Belgium to share their addresses on social media, however, it is not yet enforced as the government is working on a solution that protects their private lives.
The regulation makes it mandatory for them to mention their address and a company number on their social media profiles in line with a European directive. Those who fail to do so would risk a fine of up to €80,000, but a postponement is now granted to those who received a warning as a solution is being found in response to questions about safety.
"This postponement gives us time to find a workable solution, which is supported by the entire sector," State Secretary for Consumer Protection Eva De Bleeker explained.
"It is not the intention to exempt influencers from legal obligations, but to find a practical way to ensure that they meet all legal requirements without having to disclose their personal address."
Unifying sector
Earlier this month, influencers and Flemish Media Minister Benjamin Dalle sounded the alarm in response to the uncertainties regarding the new regulation, with many saying they would not comply with it. So far, 17 influencers already received a warning regarding the lack of an address being mentioned.
In line with European legislation, private people who provide online services, including influencers, who carry out a form of social media marketing, must disclose their geographical location to their customers. This rule aims to protect consumers: if something goes wrong in a commercial transaction, it should help them hold the company accountable.
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However, this regulation dates back to 2000, and according to De Bleeker, a lot has changed in the digital landscape since then, and the regulations need to be adjusted accordingly.
"It should not be the intention that anyone, in the worst case scenario someone with bad intentions, can approach influencers personally," she said.
One possible solution could be unifying the sector and designating a shared physical location, which could then be used as the address, rather than the home address.
