Regulating Digital Content Creators in Colombia: A New Challenge for Consumer Protection Authorities

By Vera Abogados

As digital content creators continue to grow in influence and economic importance worldwide, Colombia’s Superintendence of Industry and Commerce (SIC) is increasingly focused on addressing the regulatory challenges posed by this rapidly evolving sector. The issue was a central topic during the June 2025 forum titled “The Value of Digital Content: Regulate or Promote?”, organized by the Universidad Externado de Colombia with active participation from the SIC.

The Rise of Digital Content Creators and Regulatory Gaps

Digital content creators—individuals or groups producing and sharing material across social media platforms, blogs, and video channels—have become significant players in the promotion and advertising of products and services. Their ability to engage large audiences offers substantial marketing opportunities for brands. However, this rise has also brought concerns about misinformation and deceptive advertising, which can mislead consumers and impact market fairness.

Colombia currently lacks specific regulations tailored to digital content creators. While the country’s Consumer Protection Statute (Law 1480) provides general rules governing advertising practices and sets responsibilities to protect consumers, it does not explicitly cover the nuances of influencer marketing or digital promotions.

The SIC identifies several hurdles in regulating this sector effectively:

-Lack of clear professional standards for digital creators, many of whom operate independently without formal training or oversight.

-Difficulties in enforcement and monitoring, given the volume and rapid dissemination of digital content across multiple platforms.

-The need for self-regulation and ethical guidelines within the creator community to foster responsible advertising.

-Social impact considerations, as content can shape public perceptions beyond pure commercial intent.

-Labor rights and guarantees, an area under discussion as many creators rely on digital platforms as their primary livelihood but lack formal employment protections.

 

The SIC emphasizes the importance of empowering consumers by making available complaint mechanisms when they encounter misleading or false advertising online. Under the current Consumer Protection Statute, affected individuals can file complaints with the SIC, which has the authority to investigate and sanction violations.

This approach reflects a pragmatic step while Colombia’s authorities continue to evaluate whether more specific regulations are needed to address the unique challenges of the digital ecosystem.

Colombia’s deliberations take place against a global backdrop where governments and regulators worldwide are grappling with how best to govern influencer marketing and digital advertising. Countries such as the United States, the United Kingdom, and Brazil have introduced or updated guidelines requiring greater transparency, such as clear labeling of sponsored content and influencer disclosures.

Similarly, international organizations like the International Chamber of Commerce (ICC) have issued best practices for digital marketing, emphasizing honesty, transparency, and consumer protection.