Panama’s National Assembly is considering a bill that would require social media influencers and content creators to clearly identify when their posts are paid advertising rather than independent recommendations. Deputy Walkiria Chandler D’Orcy, a member of the Vamos coalition, presented the proposal to the Assembly plenary on July 13, 2026. The measure aims to stop what she described as hidden advertising that takes advantage of the trust followers place in creators.
“What the user does not know is that many times behind that recommendation there is advertising, there is a contract, there is a payment, there is some product that has been given to that influencer or a commission for each sale… it seems to be an opinion, it is really advertising that was not identified as such,” Chandler said during the presentation.
She linked the bill to Panama’s existing consumer protection rules under Law 45 of 2007. That law already requires advertising to be presented clearly so consumers are not misled. Chandler argued that sponsored content on digital platforms often fails this standard and that stronger rules are needed, especially for younger audiences.
The proposal would require creators to make commercial content identifiable. Chandler stressed that the rules would cover promotions involving cash, contracts, free products, or commissions. She said the measure would not create new state registries or add budget costs. Chandler highlighted stronger protections for minors. She noted that many social media users are young and may have greater difficulty distinguishing genuine opinions from paid promotions.
The bill remains at an early stage. As of now, it has been presented to the full Assembly but has not advanced through committee debate or further votes. Details on specific labeling requirements, penalty amounts, the exact number of articles, or an implementation timeline have not been confirmed in official records or public statements beyond the presentation.
Influencer marketing has grown across Latin America as brands use creators to reach audiences on platforms such as Instagram, TikTok, and YouTube. Panama’s consumer authority has previously reminded businesses that online advertising must still comply with Law 45 rules on truthful claims and clear presentation. Chandler’s proposal seeks to apply those principles more directly to the influencer model.
If the Assembly moves the bill forward, it would join other regional efforts to address transparency in digital advertising. For now, the proposal stands as an attempt to give Panamanian consumers clearer signals about when content is commercial.
