Whether or not these influencers should have to label ads is one thing. But... I'll note how "little guy" regulation works relative to major players. You don't see court, legislature decisions, or such upending the business model of a FB, Google or whatnot. Every word will be negotiated, Google and/or FB will have control over implementation. Often, the regulation will be a net positive, given that it can slow small…
This is frankly not true in a lot of European countries. Google, Facebook and every other company cannot advertise things like toys, tobacco or alcohol to children here in Denmark, and they have to clearly tell you which parts are advertising and which aren’t. This is why Facebook has an “suggested” and an “advertising tag, that you can even click on to be told what metrics decided that you should see it. As well as…
When was the last time you saw product placements being clearly labeled in TV shows/movies? For most people, the answer is "never".
Just because we are used to it doesn't mean it's fair. Tom Scott explains it much better than I can: https://www.youtube.com/watch?v=L-x8DYTOv7w