Warsaw, Poland – Polish influencer and television personality Małgorzata Rozenek-Majdan has paid a fine imposed by the President of the Office for Competition and Consumer Protection (UOKiK) for improperly disclosing sponsored content on social media between 2016 and 2024. The decision, finalized recently, requires Rozenek-Majdan to publish a statement, drafted by UOKiK, acknowledging the misleading nature of her previous posts and stories. UOKiK has cautioned against further commentary that could undermine the ruling.
The case against Rozenek-Majdan is part of a broader crackdown by UOKiK on influencer marketing practices in Poland. According to UOKiK President Tomasz Chróstny, advertising content on social media must be “clearly, readably and understandably” marked as commercial to avoid misleading consumers. Chróstny emphasized that this obligation has been in effect since 2007, with the 2022 recommendations from UOKiK intended to clarify best practices.
Rozenek-Majdan isn’t alone in facing scrutiny. In March 2025, UOKiK announced penalties totaling nearly 500,000 PLN against Rozenek-Majdan, fellow influencer Filip Chajzer, and broadcaster Dorota Rabczewska for similar violations. UOKiK stated at the time that Rozenek-Majdan had already begun to improve her disclosure practices prior to the final decision.
UOKiK President’s Assessment of Rozenek-Majdan’s Actions
President Chróstny underscored the importance of transparent advertising practices in the digital space. “Advertising content in social media should be marked clearly, readably and understandably, so that its commercial nature is unambiguous to every recipient,” he stated. He reiterated that the requirement to clearly identify sponsored content has been a legal obligation since 2007, and the 2022 recommendations serve as guidance for compliance.
UOKiK continues to monitor the influencer market and social media platforms, noting that non-compliant practices persist. This ongoing oversight signals a commitment to protecting consumers from deceptive advertising.
Rozenek-Majdan’s Response
Rozenek-Majdan addressed the UOKiK decision on her Instagram profile with two posts. The first contained the full text of the statement mandated by UOKiK, in which she acknowledged misleading her audience regarding the commercial nature of her posts and stories. The second post expressed her respect for the law and principles of transparency, stating her acceptance of the decision and its consequences, and her intention to move forward responsibly.
The influencer’s willingness to publicly acknowledge the issue and comply with UOKiK’s requirements suggests a broader shift towards greater transparency within the Polish influencer community.
Broader Context: UOKiK’s Crackdown on Influencer Marketing
The penalties levied against Rozenek-Majdan, Chajzer, and Rabczewska represent a significant escalation in UOKiK’s enforcement efforts. The fines, totaling almost half a million PLN, send a clear message to influencers and advertisers about the importance of adhering to advertising regulations.
This action follows a larger fine of over 5 million PLN imposed in August 2023 on Olimp Laboratories and three fitness influencers for similar violations. That case marked the first time both the advertiser and the influencers were penalized for improper tagging of sponsored content. The UOKiK’s actions are part of a wider campaign, #OznaczamReklamy (I Tag Ads), aimed at educating both consumers and content creators about responsible advertising practices.
The UOKiK’s focus on influencer marketing reflects a growing global concern about the potential for deceptive advertising on social media. As influencer marketing continues to grow in popularity, regulatory bodies worldwide are increasingly scrutinizing these practices to ensure consumer protection and fair competition.
Rozenek-Majdan’s case highlights the challenges of navigating the evolving landscape of digital advertising and the importance of clear and transparent disclosure for maintaining consumer trust. The UOKiK’s continued vigilance suggests that further enforcement actions are likely as it seeks to establish a more level playing field for both influencers and consumers in Poland.
