Should the practices of travel influencers be regulated?

Lately, many influencers have brought a debate about their responsibility towards their subscribers and their impact on society.

Let’s start with the legal side

For the influencers, the basic principles to respect are the general rules applicable to advertising: informing your community that a post is an advertisement.  If this is not the case, it will be considered a misleading commercial practice. 

This principle is not new but the sanctions are very recent, this is due to the increase of influencers present on the networks these last years. The most explicit example is the one of the influencer Nabilla Benattia-Vergara who was fined 20,000 euros following an advertisement for a stock exchange service without indicating the contractual character binding her to this company. 

Do you remember the fake travel agency promoted by many influencers which made a big buzz on Instagram? This one was selling trips at low prices on social networks, defying all competition. Too good to be true. Plot twist: it was a fraud. 

How do you frame your collaborations as a brand?

The first thing is to make sure that the classic intellectual property rules are in place. The person who took the picture and created the content is the owner. This must be written into the contracts between brands and influencers. 

Very often, conflicts can be found. For example, if the number of stories to be shared or the periodicity of publications is not stipulated, the influencer can sue the brand concerned. It’s similar to working with an artist (photographer, designer…), you can’t use content without his agreement, and there is the notion of image rights. 

The arrival of influence certificates.

Having a responsible image is a selling point for both the influencer and the brand. This certificate will allow a duty of transparency, reassure both parties and put the communities in confidence. The influencer will be legally protected and allow his profession to be fully recognized as a full-fledged and professional one. This is already the case for the travel influencer Bruno Maltor. For the moment, it is not mandatory but it could be democratized soon.

Travel Influence Guide 2023

Signup and receive a link to read our full content

RSS Also on Medium
  • Save time for everyone
    After amazing weeks following the release of our new version of last may, we has some good time with hosts and content creators in exhibitions worldwide (France, UK, USA, …). Nice to see so many enthusiastic people!Very often, we had the same question from hosts: “ok wonderful, but I have no time to manage applications […]
  • Hotspot v2: what’s new?
    New homepage for hotspotThe last few years have been challenging.The following will be must evolve with its partners and adapt its tool.We have relied on your feedback to give you the platform’s major new features for 2022.Not only hotels, but hosts.We have reviewed our approach, and no longer focus our communication on hotels alone. Our product is […]
  • A soul experience at Luz Houses
    Collab in the spotlightIn 2015, Miguel and Patricia left Portugal for a job in Ireland because that was ‘the right step to take’ but little did they know that money and stability would not be the ingredients of their happiness. Looking for a new purpose, they quit their jobs after 2 years to follow their […]



Sign in

Send Message

My favorites