The Regulation of Social Media Influencers / January 11, 2019, Maastricht

Maastricht University organises the workshop

The Regulation of Social Media Influencers

Maastricht, Faculty of Law (Bouillonstraat 1-3)

January 11, 2019

This workshop brings together interdisciplinary approaches to some of the less visible issues posed by advertising on social media, and is supported by the Social Sciences Research Foundation and the Maastricht European Private Law Institute. Each speaker in this workshop is currently authoring a chapter in the book The Regulation of Social Media Influencers (Elgar, forthcoming 2019), edited by Sofia Ranchordás and Catalina Goanta.

9:15-9:45 Coffee & registration
9:45-10:00 Welcome by Catalina Goanta, Maastricht University
10:00-12:00 Session 1 – The Promises and Perils of Influencer Marketing as Work
Chair: Catalina Goanta, Maastricht University
Discussant: Caroline Cauffman, Maastricht University
Creative Labor in Social Media Platforms by Christian Fieseler (BI Norwegian Business School)
Tort Liability and Advertising Law by Isabelle Wildhaber (University of St. Gallen)
Influencer Marketing as Labor: Between the Public and Private Divide by David Mangan (City University of London)
The Protection of Children on Social Media by Simone van der Hof, Mark Leiser (Leiden University) and Valerie Verdoodt (KU Leuven)
12:00-12:30 KEYNOTE SPEECH – Influence on Social Media by Madeleine de Cock Buning (Utrecht University/CvdM)
12:30-13:30 Lunch*
13:30-15:10 Session 2 – Between Free Speech and Consumer Protection – Public and Private Interest
Chair: Stephan Mulders, MEPLI
Discussant, Vanessa Mak, Tilburg University
Free Speech and the Right to Publicity on Social Media by Oreste Pollicino (Bocconi University) & Ernesto Apa (Bocconi University)
Ethical Implications of Influencer Marketing from a Business and Human Rights Perspective by Isabel Ebert & Dana Sindermann (University of St. Gallen)
Mandatory Information Duties of Social Media Platforms and Influencers by Rossanna Ducato (UC Louvain)
15:10-15:25 Coffee break*
15:25-17:05 Session 3 – Social Media Influencers and Research Design
Chair: Sofia Ranchordás, University of Groningen
Discussant: Jerry Spanakis, Maastricht University
Comparing Standard Terms on Disclosures by Felix Pflücke (Oxford University)
Social Media Research Design by Gijs van Dijck & Monika Leszczynska (Maastricht University) – online
Persuasiveness in Influencer Marketing by Liselot Hudders, Marijke de Veirman & Steffi De Jans (Ghent University)
17:05-17:15 Closing remarks by Sofia Ranchordás
17:15-18:00 Drinks*

* During these timeslots, we will invite our academic guests to our video corner to each give 3 legal/ethical/business tips to influencers, their representatives, ad agencies, platforms and public institutions. These videos will be edited and gradually uploaded on the Influencer Law Youtube channel co-managed by our volunteer artistic director Adrien Dubois (2nd year European Law School). The channel aims to educate the influencer market and make academic legal and interdisciplinary knowledge available to social media users.