This workshop brings together interdisciplinary approaches to some of the less visible issues posed by advertising on social media, and is supported by the Social Sciences Research Foundation and the Maastricht European Private Law Institute. Each speaker in this workshop is currently authoring a chapter in the book The Regulation of Social Media Influencers (Elgar, forthcoming 2019), edited by Sofia Ranchordás and Catalina Goanta.

Programme

• 09:15-09:45 Coffee & registration
• 09:45-10:00 Welcome by Catalina Goanta, Maastricht University
• 10:00-12:00 Session 1 - The Promises and Perils of Influencer Marketing as Work
  • Chair: Catalina Goanta, Maastricht University, Discussant: Caroline Cauffman, Maastricht University
  • Speakers: 
    • Creative Labor in Social Media Platforms by Christian Fieseler (BI Norwegian Business School)
    • Tort Liability and Advertising Law by Isabelle Wildhaber (University of St. Gallen)
    • Influencer Marketing as Labor: Between the Public and Private Divide by David Mangan (City University of London)
    • The Protection of Children on Social Media by Simone van der Hof, Mark Leiser (Leiden University) and Valerie Verdoodt (KU Leuven)
• 12:00-12:30  KEYNOTE SPEECH - Influence on Social Media by Madeleine de Cock Buning (Utrecht University/CvdM)

• 12:30-13:30  Lunch*

• 13:30-15:10 Session 2 - Between Free Speech and Consumer Protection - Public and Private Interest

  • Chair

    : Stephan Mulders, MEPLI. Discussant

    : Vanessa Mak, Tilburg University

  • Speakers:    

    • Free Speech and the Right to Publicity on Social Media by Oreste Pollicino (Bocconi University) & Ernesto Apa (Bocconi University) 

    • Ethical Implications of Influencer Marketing from a Business and Human Rights Perspective by Isabel Ebert & Dana Sindermann (University of St. Gallen)

    • Mandatory Information Duties of Social Media Platforms and Influencers by Rossana Ducato (UC Louvain)

• 15:10-15:25 Coffee break*
• 15:25-16:00 Discussion Table - Top-down regulation versus self-regulation
  • Facilitators: Sofia Ranchordás (University of Groningen) and Catalina Goanta (Maastricht University)
  • Discussants: Egelyn Braun (European Commission), Fiona Vening (Stichting Reclame Code), Justina Raizyte (European Advertising Standards Alliance)

• 16:00-17:40 Session 3 - Social Media Influencers and Research Design

  • Chair

    : Sofia Ranchordás, University of Groningen. D

    iscussant: Jerry Spanakis, Maastricht University

  • Speakers:

    • Comparing Standard Terms on Disclosures by Felix Pflücke (Oxford University)

    • Social Media Research Design by Gijs van Dijck & Monika Leszczynska (Maastricht University)

    • Persuasiveness in Influencer Marketing by Liselot Hudders, Marijke de Veirman & Steffi De Jans (Ghent University)

• 17:40-17:50 Closing remarks by Sofia Ranchordás

• 17:50-19:00 Drinks*

* During these timeslots, we will invite our academic guests to our video corner to each give 3 legal/ethical/business tips to influencers, their representatives, ad agencies, platforms and public institutions. These videos will be edited and gradually uploaded on the Influencer Law Youtube channel co-managed by our volunteer artistic director Adrien Dubois (2nd year European Law School). The channel aims to educate the influencer market and make academic legal and interdisciplinary knowledge available to social media users.

Venue

Faculty of Law (Bouillonstraat 1-3, Maastricht)

Morning session: Statenzaal
Afternoon session: Feestzaal