North Macedonia has adopted a new regulatory framework setting out legal and ethical obligations for social media influencers, vloggers, and digital content creators, as authorities move to formalise the fast-growing online creator economy.
The law, adopted in July 2025 and implemented as part of broader digital sector reforms, defines when influencers are considered audiovisual media service providers and subjects them to transparency, advertising disclosure, and content responsibility rules.
The move has triggered debate within the country’s digital community over the balance between free expression, commercial activity, and public interest.
Who qualifies as an influencer?
Under the regulation, not all social media users fall under the law. Only individuals meeting six cumulative criteria are classified as audiovisual media service providers by the country’s Agency for Audio and Audiovisual Media Services.
These include editorial control over content, publication of at least 24 videos per year, more than 10,000 followers, and the generation of income from online activity.
The definition of income extends beyond direct payments to include gifts, free services, meals in restaurants, or paid trips received in exchange for promotion.
The agency says the definition aligns with the European Union’s Audiovisual Media Services Directive and is intended to prevent hidden advertising and covert commercial communication.
Advertising and child protection rules
Influencers are required to protect minors from potentially harmful content, including the use of age labels and clear warnings at the beginning of videos or other broadcasts.
All commercial content must be clearly labelled with tags such as “#ad”, “#sponsored”, or “paid partnership”.
“Hidden advertising is strictly prohibited as the public has the right to know when someone is attempting to persuade them to buy a product or service in exchange for compensation,” the agency said in its guidelines.
It also banned the promotion of tobacco, drugs, weapons, and prescription-only medicines.
The agency said 11 influencers were officially registered as of February 19 this year, while one had deregistered. It does not have data on the total number of influencers operating in the country outside the registry.
Industry pushback
The new rules prompted the formation of the Association of Influencers and Digital Content Creators, which rejected claims that the sector operates in a “grey zone” or involves undeclared income.
The group said collaborations are conducted through contracts and are subject to income tax, and called for proportional regulation aligned with European practices.
“We do not avoid transparency or responsibility, but regulation must be legal, proportionate, and in line with European practice,” the association said.
It also criticised what it described as regulatory overreach, arguing the agency was taking on functions beyond its mandate.
Government response and dialogue
The Agency for Audio and Audiovisual Media Services said the rules were developed through consultation, including input from influencers. It said an initial threshold of 30,000 followers was reduced to 10,000 following feedback from the sector.
The Ministry of Digital Transformation said regulation must remain proportionate and developed in dialogue with stakeholders, noting that self-regulation and codes of conduct are common in EU practice.
Minister Stefan Andonovski has met representatives of the influencers’ association and said further consultations would be held to clarify or improve the rules.
Enforcement and monitoring
Authorities said influencers will be subject to regular and extraordinary monitoring. Registered creators will pay a supervisory fee of 0.5% of their annual income.
They are also required to keep original versions of published videos for at least 30 days, even if content is removed from platforms, for possible regulatory or legal review.
Under the framework, influencers are also considered responsible for moderating comments under their posts and must avoid inciting violence, discrimination, or hate speech.
The guidelines also place limits on product placement, banning its use in news-style podcasts, political content and children’s videos, and prohibiting exaggerated or misleading promotion.
According to Eurobarometer 2025 data cited by authorities, 74% of people aged 15–24 follow influencers on social media, with 38% using them as a source of social and political commentary.
Countries, including China, have introduced stricter rules requiring influencers discussing sensitive topics such as medicine or finance to hold relevant qualifications, while similar discussions are underway in Albania.
North Macedonia’s model follows this global trend, reflecting a shift from viewing influencers as informal content creators to actors with measurable public influence and regulatory responsibilities.