The National
Broadcasting Council

‘Because the influencer market is extremely important to us, we have planned a campaign featuring well-known digital creators. Together with them, using their language and through their communication channels, we want to talk about responsibility, transparency, and standards of online communication’, noted Dr Agnieszka Glapiak, Chairwoman of the KRRiT.

There are over 800,000 content creators in Poland, and over 57,000 of them have communities with over 10,000 followers. Influencers’ activity and recommendations significantly impact consumers’ purchasing decisions and the shaping of public opinion. However, this level of influence carries responsibility and the need to promote best practices in the industry.

To effectively reach a wide audience of digital creators, the National Council has enlisted influencers to support its educational activities. On their social media profiles, the influencers explain, in simple terms, the importance of registering their activities with the KRRiT register and the consequences of failing to do so. This campaign forms part of the National Council’s broader media literacy initiatives.

Well-known Polish digital creators have joined the KRRiT ‘Choose the Light Side of the Force’ campaign and are publishing daily social media content on topics including science, socio-cultural issues, lifestyle, and law. Among them are Marcin Kruszewski (‘Prawo Marcina’), Natalia Sisik (‘News na dziś’), Marcin Rafałowski (‘Gęsia Skórka’), Julia Sierakowska (‘domerituum’), Nadia Długosz (‘Nadjowa’), and Wojciech Wróbel (‘Nie wiem, ale się dowiem!’) Each of them has recorded a short video explaining in detail why it is important to be on the National Broadcasting Council register.

The ‘Prawo Marcina’ TikTok profile explains who is required to register, while the ‘domerituum’ profile demonstrates just how simple the one-off, free-of-charge registration process is (all you need to do is fill in a short form). In her video, Natalia Sisik, host of the popular series ‘News na dziś’, points out that registration serves as confirmation of an influencer’s transparency. Nadia Długosz, aka ‘nadjowa’, encourages the promotion of good practices and the publication of responsible content.

Marcin Rafałowski, aka ‘Gęsia Skórka’, draws attention to the need to uphold high standards in the digital space in a tongue-in-cheek manner on YouTube and Spotify, alluding to a crime thriller plot. Wojciech Wróbel, from one of the most popular science channels (‘Nie wiem, ale się dowiem!’), emphasises that inclusion in the VOD register demonstrates an influencer’s professional image, which can help the creator establish, for example, a good advertising partnership.

A key element of the campaign is to remind people of their statutory obligation to register their activities in the VOD register, which is maintained by the Chair of the National Broadcasting Council (KRRiT). Whether such registration is required depends on the nature of the creator’s activities. A person is considered a provider of on-demand audiovisual media services (VOD) if they engage in business activities and make video content publicly available for on-demand viewing (e.g., on YouTube, Instagram, Facebook, or TikTok). They must also create and organise a catalogue of content (e.g., a channel, a series of episodes or playlists).

Those who publish content exclusively for private use, as a hobby, or irregularly, are exempt from the registration requirement, as are individuals for whom video material is merely supplementary to their main business activity. Individuals conducting unregistered business activities are also not required to register, provided their revenue does not exceed specific statutory thresholds.

As part of its educational activities aimed at influencers, the National Broadcasting Council has prepared a comprehensive guide that clearly explains the legal obligations of online creators. These include the rules for labelling commercial content, protecting minors, and operating as a VOD provider. The guide also includes a set of questions and answers addressing the most frequently asked queries regarding best practices in the industry.

• Informator dla twórców cyfrowych
• Szczegółowe informacje dla dostawców VOD i VSP
• Formularz zgłoszenia do wykazu