Influencer Product Placement in Open-World Games and Competition and Consumer Protection Law
Publication date: September 07, 2026
1. Factual background
The subject of this analysis is a marketing model for a physical product based on the use of influencer marketing combined with the environment of the game Minecraft. Online creators promote branded toys containing candy, widely available in retail sale, including in popular discount store chains. The campaign also involves creating and making available within Minecraft virtual counterparts of the promoted products, which function, inter alia, on servers, on maps and through game modifications.
