Hungarian Competition Authority warns influencer Whisper Ton over advertising disclosures

The Hungarian Competition Authority (GVH) has issued a warning to influencer Antal Strenner, known as Whisper Ton, and his business for failing to properly disclose the commercial nature of his social media content. Following an investigation of 49 Instagram and TikTok posts, the authority found that nearly three-quarters of the content lacked adequate advertising labels.

In addition to the warning and a mandate to implement a compliance program, the GVH investigated the influencer agency PFR GROUP Hungary Kft. and three advertising clients. While the agency and other clients avoided penalties, Coca-Cola Szolgáltató Kft. was fined 5 million HUF for failing to disclose promotional content.

This ruling is part of a broader investigation launched in May 2024 targeting six Hungarian influencers and several advertisers. The GVH noted that only 20 percent of influencers consistently follow advertising disclosure rules, while 25 percent rarely or never disclose promotional content.