فاطمه قارونی

Abstract

With the increasing spread of social media and the emergence of influencers, the role of these people in advertising and digital marketing has increased greatly. Influencers, who can persuade consumers to buy certain goods and services by using their reputation and influence in the online space, are known as one of the effective tools in modern advertising. But these activities can face challenges in terms of fair competition. In some cases, advertising by influencers may lead to violation of the principle of fair competition and lead to non-competitive behavior such as deceptive or false advertising. This issue not only harms consumers, but also harms competitors and the overall health of the market. The current research has investigated the influence of influencers' advertising activities on the violation of fair competition. In the first chapter, basic concepts such as influencer, fair competition and advertising, as well as the principles and rules related to them are analyzed. Then, how to do marketing in the digital space and social media is discussed and the types of unfair competition caused by false advertising are examined. In the second chapter, the advantages and disadvantages of using influencers in marketing and their impact on the rights of consumers and competitors are analyzed in detail. Also, the legal responsibilities of influencers for violations and violations of the rights of others, especially in the field of misleading and deceptive advertisements, are discussed and compensation solutions are discussed. The conclusion of this research shows that in order to prevent the violation of fair competition due to the advertising activities of influencers, it is necessary to formulate clear and efficient laws. Also, more effective monitoring and informing consumers in order to identify false and deceptive advertisements can play an important role in improving market health and protecting the rights of competitors and consumers. In addition, paying attention to the experiences and legal approaches of other countries in this field can help to improve the situation in our country.

Keywords: influencers, unfair competition, advertising, marketing, social media