摘要
社交媒体影响者营销给广告法规制体系带来了新的挑战。互动传播的强参与效应、圈层定位的精准触达以及说服策略的隐性植入等，使得影响者营销对消费者决策的干预效果往往超过传统广告。影响者营销将商业信息隐性植入生活化或专业化内容中，导致消费者在非商业语境中被动接收广告信息，致使广告可识别性显著弱化。实现可识别性的本质在于激活消费者的说服知识，使其能理性辨识并应对影响者的说服行为。为此，需在立法层面明确影响者的强制性信息披露义务，并设立梯度化法律责任，以消解其对消费者决策的不当干预。同时，还需在立法上规定社交媒体平台对影响者营销的监测与披露义务和相应的法律责任，促使其构建常态化自律监管体系。
Abstract
Social media influencer marketing has brought new challenges to the advertising regulatory system. With strong participatory effect of interactive communication， precise targeting through social circle penetration， and covert embedding of persuasion strategy， influencer marketing often demonstrates superior intervention efficacy in consumer decision-making compared to traditional advertising. By subtly integrating commercial messages into lifestyle or professional content， this approach exposes consumers to advertising information within non-commercial contexts， which significantly weakens the identifiability of advertising. The essence of achieving identifiability lies in activating consumers’ persuasive knowledge， thus enabling them to rationally recognize and respond to influencers’ persuasive behaviors. To this end， it is necessary to clarify the mandatory disclosure obligations of influencers at the legislative level and establish a tiered legal liability system to mitigate their improper interference in consumer decision-making. At the same time， legislation should also stipulate the monitoring and disclosure responsibilities of social media platforms regarding influencer marketing， along with corresponding legal liabilities， to promote the establishment of a routine self-regulatory system.
关键词
影响者营销 /
社交媒体 /
广告法 /
说服知识 /
消费者
Key words
influencer marketing /
social media /
advertising law /
persuasive knowledge /
consumers
冯锦如.
社交媒体平台影响者营销的广告法规制[J]. 北京交通大学学报(社会科学版). 2025, 24(2): 137-144
FENG Jin-ru.
Regulation of Influencer Marketing on Social Media Platforms from the Perspective of Advertising Law： Focusing on Identifiability[J]. Journal of Beijing Jiaotong University（Social Sciences Edition）. 2025, 24(2): 137-144
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