The Hungarian Competition Authority (GVH) recently concluded an investigation revealing that many of the leading Hungarian influencers did not adequately disclose paid promotions to their followers.

As part of this initiative, the GVH has initiated six procedures related to advertising transparency, one of which has already been resolved.

Among the subjects of this investigation was the prominent gaming YouTube channel Rolix, operated by Roland Kása.

The findings indicated that the channel failed to clearly identify the advertised content, constituting a violation of advertising regulations.

However, the resulting fine was not imposed on the influencer himself but rather on the advertising agency collaborating with him, amounting to 920,000 Hungarian Forints.

Kása received a warning and committed to clearly marking all promotional content in the future.

He also published a statement on his YouTube channel encouraging other content creators to properly disclose advertisements.

Bálint Horváth, the GVH’s head of communications, stated that as online commerce continues to expand, the authority's focus is increasingly directed towards the digital space.

Today's consumers are less responsive to traditional advertisements and are more inclined to heed individuals who seemingly offer recommendations based on personal experience.

However, many influencers do not adequately indicate when their posts constitute paid advertisements.

In a broader context, the GVH evaluated the activities of 28 Hungarian influencers as part of a European Union investigation.

The results revealed that only 20% fully complied with the advertising regulations, while 54% partially adhered to their obligations—such as indicating promotions only for products from external sources.

The remaining 26% did not note any paid partnerships in their posts.