Poland's top influencers hid ads in the 'see more' fold — UOKiK fined all three

Three of Poland's best-known Instagram accounts promoted dozens of brands while blurring the line between opinion and advertising. Małgorzata Rozenek-Majdan promoted companies such as Henkel Polska and Noyo Pharm, disguising sponsored posts as personal consumer choices or answers to followers' questions, and sharing discount codes without disclosing payment. Doda promoted Sodore, WhitePress, Activlab and Rainbow Tours with the commercial marker hidden below the 'see more' fold. Filip Chajzer marked ads only with the brand name, or with #reklama placed at the very end of the description.

On 3 March 2025 UOKiK issued three decisions (RBG-2/2025, RBG-3/2025, RBG-4/2025) totalling 492,685 zloty: 220,267 for Rozenek-Majdan, 191,523 for Doda's company Queen Records, and 80,895 for Filip Chajzer Warsaw Media. Doda's defence — that her fans already knew about her collaborations — was rejected: the law requires unambiguous labelling regardless of what an audience might guess. Rozenek-Majdan had corrected her labelling before the decision; the other two were ordered to cease the practices.

The decisions codified UOKiK's #OznaczamReklamy standard: the commercial character must be disclosed unambiguously at the moment of publication, in a visible place such as the beginning of the description, in legible font — with tags like #reklama or #materiałsponsorowany. A hashtag that only appears once the reader expands the text discloses nothing.