  Content monetization on social media fuels a growing influencer economy.
Influencer marketing remains largely undisclosed or inappropriately disclosed
on social media. Non-disclosure issues have become a priority for national and
supranational authorities worldwide, who are starting to impose increasingly
harsher sanctions on them. This paper proposes a transparent methodology for
measuring whether and how influencers comply with disclosures based on legal
standards. We introduce a novel distinction between disclosures that are
legally sufficient (green) and legally insufficient (yellow). We apply this
methodology to an original dataset reflecting the content of 150 Dutch
influencers publicly registered with the Dutch Media Authority based on
recently introduced registration obligations. The dataset consists of 292,315
posts and is multi-language (English and Dutch) and cross-platform (Instagram,
YouTube and TikTok). We find that influencer marketing remains generally
underdisclosed on social media, and that bigger influencers are not necessarily
more compliant with disclosure standards.
