Influencers Face UOKiK Probe Over Child Ads

13 July 2026 Poland Radar 0 Comments

UOKiK influencer investigation targets gaming creators accused of pressuring children into purchases via integrated ads.

The President of Poland’s Office of Competition and Consumer Protection has charged two gaming influencers. The UOKiK influencer investigation centers on alleged pressure on young children to buy branded products.

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UOKiK influencer investigation: what happened

Authorities say the creators ran popular YouTube and TikTok channels that attract children. Moreover, they sold school goods, clothing, comics, colouring books and drinks via online shops. Consequently, regulators flagged videos where promotion blended with gameplay. In addition, creators sometimes built virtual shops inside Minecraft to display their products. Therefore, children saw items as part of the story rather than a separate ad.

How the ads worked and why regulators object

UOKiK reports the influencers used language and graphics aimed at young kids. For example, they used rhymes, colourful animations and short, urgent phrases. However, these lines created a sense of scarcity and social pressure. Phrases like “Buy now before it disappears” mixed with gameplay. As a result, children might have felt they needed to ask parents for the items. Furthermore, the authority noted calls to action that appeal to peer comparison.

Potential penalties and legal context

The agency will decide whether the practices qualify as unfair commercial behaviour. If confirmed, companies could face fines up to ten percent of annual turnover. In addition, an individual manager could face a fine up to 2 million PLN. Moreover, the regulator promised to continue monitoring social media aimed at kids. Therefore, creators and businesses that target minors should review their marketing immediately.

Poland enforces both national and EU consumer protection laws. Consequently, advertisers cannot directly prompt children to buy or to pressure parents to buy. Moreover, the rules apply across online platforms and games. In short, the case may set a precedent for how creators disclose ads in child-oriented content.

💡 GOOD TO KNOW: If you live in Poland with children, note that regulators protect minors from aggressive advertising. In addition, the Office of Competition and Consumer Protection (UOKiK) enforces these rules. For basic Polish public systems: ZUS handles social insurance contributions, NFZ manages state health services, PESEL is your national ID number, and a “mandat” means a fine or ticket. Therefore, if a child sees an ad that seems like part of a game, ask for receipts and clear disclosure from the seller. Moreover, keep evidence if you plan to report misleading ads to the authority.

For expatriates, the case shows how seriously Poland treats child protection online. Consequently, parents should monitor in-game promotions. Moreover, brands must clearly label advertising. Finally, creators should separate sponsored content from entertainment.

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