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.
Key words
influencer marketing /
social media /
advertising law /
persuasive knowledge /
consumers
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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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