THE ROLE OF INFLUENCERS IN THE FINANCIAL MARKET: DEFINITION OF THE LEGAL FRAMEWORK, METHODOLOGY AND ANALYSIS OF INTERNATIONAL REGULATORY EXPERIENCE

Abstract

The continuous process of digitalization and the development of artificial intelligence systems have become triggers for the formation of a new type of financial market agents – influencers. The popularization of financial services has reached a new level, where social networks serve as an innovative platform for interaction. The article presents the genesis and conceptual framework of digital promotion of financial services. The authors have studied the methodology of monitoring and regulating the activities of influencers, as well as analyzed the legal foundations and responsibilities of subjects through the prism of international experience. The key criteria for the sustainable operation of financial influencers to minimize risks and negative consequences for a wide audience are highlighted. Innovative regulatory approaches are able to correctly structure the broadcast content, which will not only increase investment activity, but also increase the general level of financial literacy of the population.