Liver King: how the rise of mega-influencers has put consumers at risk

By Catalina Goanta, Associate Professor Law, Economics and Governance, Utrecht University

In the age of vloggers, influencers and content creators it might seem hard to imagine a world without YouTube. But back when the first ever video was uploaded in April 2005, showing a man visiting a zoo, it was not really clear who would want to watch it, or how YouTube could make money.

These days, anyone can make money online by building a brand around being themselves – or not – as Liver King, an extremely buff fitness creator recently found out. Liver…

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