Hall BEE | Friday
You’re mindlessly scrolling, laughing at a meme, watching a “casual” product review, nodding along to what feels like an honest recommendation. But then you stop for a second and ask — was it actually real? Or just an ad in disguise?
Influencer marketing has gotten so good, so seamless, that you don’t even notice it anymore. No #ad. No disclaimer. Just content that looks authentic but is designed to sell.
The situation in Croatia isn’t exactly under control and it’s about time we talked transparency, content labeling, consumer and brand protection. IAB Croatia, the largest community of digital leaders in the country, isn’t just standing by. On the stage of DK2025, we’ll be joined by the members of IAB Croatia’s (Self)regulation Hub, Sandra Babić (Editor, Journalist, Head of New Product Development, Lider Media, Member of IAB Croatia), Marin Katušić (Monetization director, Index Promocija), Mario Fraculj (Head of Department of economics at Algebra Bernays University and Permanent court expert witness for marketing) and Dario Marčac (Founder, Crew, Member of IAB Croatia), who do the hard work to make influencer marketing more ethical and standardized by promoting best practices that benefit everyone in the ecosystem. From influencers and brands to consumers, children and vulnerable groups, this isn’t just about following the rules — it’s about restoring trust and ensuring we all have a better world to live in.
