Nevertheless, legal frameworks (as in Montenegro) considerably lag behind such fast-paced technological advances. This includes EU consumer protection law, which is guided by the Unfair Commercial Practices Directive and aims to shield consumers from unfair practices in digital advertising.
In the digital market, the line dividing average and vulnerable consumers is becoming blurred because of information asymmetry and limited consumer bargaining power. One of the key challenges of influencer marketing is that little is transparent in paid promotional content itself. Montenegro’s existing laws do not provide specific rules for influencer behaviour, highlighting the need for more stringent consumer protections.
A detailed overview is provided by Associate Mina Čogurić, from JPM Podgorica office.
