Netherlands Influencer Disclosure Rules 2026

Influencer disclosure rules in Netherlands: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

Required disclosure

#advertentie

Also acceptable

#ad

Betaalde samenwerking met [merk]

Reclame

✗ NOT acceptable

@mention zonder #ad

#spon

#partner alleen

#paid alleen

Where to place it

Aan het begin van de post, voor verdere tekst
Duidelijk leesbaar — niet verstopt in hashtag-wolken
In video: on-screen text gedurende het promotionele gedeelte
@-vermelding van het merk is niet voldoende

Penalties and official sources

⚠ Penalties for non-compliance

Klachten worden behandeld door de Reclame Code Commissie. Beslissingen zijn openbaar en kunnen leiden tot reputatieschade en reclame-stops. De ACM (Autoriteit Consument & Markt) kan ook bestuurlijke boetes opleggen voor misleidende reclame.

Source

→ Stichting Reclame Code — Reclamecode Social Media & Influencer Marketing

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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Reclamecode Social Media & Influencer Marketing (RSM)

Stichting Reclame Code (SRC) · 2024

The Dutch Stichting Reclame Code's Social Media & Influencer Marketing Code (RSM) requires explicit disclosure for any post produced under a 'relevant relationship' with a brand. #ad and #advertentie are the regulator-preferred forms; tagging the brand with '@' alone is not sufficient.

FAQ

Is #ad enough in Netherlands?

Usually yes: Stichting Reclame Code (SRC) accepts #ad as a primary disclosure. Placement still matters: it must be at the start of the caption, before any other text.

What law governs influencer disclosure in Netherlands?

Reclamecode Social Media & Influencer Marketing (RSM) (2024), enforced by Stichting Reclame Code (SRC). Klachten worden behandeld door de Reclame Code Commissie. Beslissingen zijn openbaar en kunnen leiden tot reputatieschade en reclame-stops. De ACM (Autoriteit Consument & Markt) kan ook bestuurlijke boetes opleggen voor misleidende reclame.

Does gifted content require disclosure in Netherlands?

Yes. #advertentie is the regulator-preferred wording. See the generator above for accepted alternatives.

Other EU countries

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