How paid posts must be disclosed in Romania

How must a paid post be disclosed in Romania? (ANPC, #ad, paid partnership)

Any post that is paid for, or made in exchange for a product, must be clearly labelled from the start with a mention such as “Publicitate” (Advertising), “Reclamă” or “Parteneriat plătit cu” (Paid partnership with) followed by the brand name, plus the platform’s partnership tool. ANPC requires the mention to be easy to notice so users recognise the advertising purpose unambiguously.

Between 23 March and 8 April 2026, ANPC reviewed 10 Romanian influencers as part of an international sweep coordinated by ICPEN. Findings: inconsistently labelled commercial posts, disclosures that were hard to notice and undisclosed AI-generated content (for 70% of the influencers reviewed). ANPC announced it is moving from prevention to sanctions.

Which disclosure mistakes should be avoided?

Do not hide the disclosure among many hashtags, at the end of the caption or after “more”. Do not rely on unclear abbreviations such as #sp or #collab. In videos, the disclosure must appear in the content itself, not only in the caption. Gifted collaborations must be disclosed too, not only paid ones.

• The label appears at the start of the caption and in the first seconds of the video.
• The platform tool is switched on: “Paid partnership” on Instagram, “Branded content” on TikTok.
• AI-generated or AI-altered content is disclosed.
• Product claims are the ones approved by the brand.

Which law governs influencer advertising in Romania?

There is no dedicated influencer law. General rules apply: Law no. 148/2000 on advertising, Law no. 363/2007 on unfair commercial practices (transposing Directive 2005/29/EC) and platform obligations under the Digital Services Act. ANPC enforces them. Regulated products have additional specific rules.