The Influence of Consumer Protection on Digital Cultural Policy: Regulating the Danish Influencer Industry

This article investigates the impact of consumer protection on digital cultural policy in relation to the Danish influencer industry. Through document analysis of various governmental and non-governmental policy papers and two expert interviews the study explores how the hybridity of influencers as cultural producers has complicated the existing regulatory frameworks whilst putting consumer protection at risk. These analytical insights are followed by a discussion of the cross contextual policy approaches currently being explored that could help to better ensure the protection of consumers in a popular digital culture dominated by influencers and influencer marketing.