In line with rapidly growing trends in social media and digital content, as well as the increasing impact of artificial intelligence, the role of digital content creators and influencers in advertising goods and services has become significant and continues to expand.
On 18 December 2025, the association “Latvian Influencer Marketing Association” was established. The association brings together digital content creators, opinion leaders (influencers), and agencies in order to represent the industry’s interests at both national and international levels, as well as to promote the development of the sector and professional standards.
To congratulate the association on its establishment and to foster dialogue aimed at ensuring that digital content creators and influencers act responsibly — including understanding and complying with requirements applicable to the advertising of goods and services or equivalent commercial communication — a meeting took place on 12 February 2026 between the association and CRPC Director Zaiga Liepiņa.
During the meeting, the parties discussed current developments in the sector, CRPC’s supervisory priorities, and potential areas of cooperation in 2026.