ALSA 2025 meeting

In the rapidly evolving landscape of digital marketing, social media influencers have emerged as powerful intermediaries between brands and consumers. This research paper delves into the intricate legal dimensions of influencer marketing contracts, an area increasingly pivotal in the realm of private law. The study explores the contractual relationships between influencers and brands, shedding light on the complexities of content creation, brand representation, and consumer protection within the framework of digital advertising.
Drawing from theoretical underpinnings of contract law, the paper examines the enforceability of influencer agreements, disclosure obligations, and the nuances of endorsement. It critically analyzes how traditional contract principles adapt to the dynamic and fluid nature of social media platforms.
Through a detailed and analytical exploration of legal frameworks existing in various countries, the paper aims to provide a comprehensive understanding of how private law principles are being redefined in the context of digital advertising.
The author, through this paper, aims to contribute to the broader discourse on private law theory by offering insights into the legal intricacies of influencer marketing contracts, highlighting the need for a balanced approach that safeguards both the interests of brands and the rights of consumers in the digital age.