Copyright Aspects of Influencer Activities on Social Media in the International Digital Environment

This bachelor thesis analyzes copyright risks arising from influencer activities in the international digital environment. The primary objective is to identify critical areas in the use of third-party copyrighted works and to propose risk mitigation measures based on an analysis of legal regulations and the case law of the Court of Justice of the European Union. The thesis views the influencer as a specific economic entity in international trade, whose commercial nature significantly modifies the legal liability regime. The theoretical part defines the sources of law, ranging from international conventions to the EU Directive on Copyright in the Digital Single Market. The practical part focuses on specific situations such as reposting, hyperlinking, or the use of music, assessing them through the lens of recent judicial decisions. The findings indicate that the professionalization of influencers leads to stricter requirements for their professional care, while the territoriality of law combined with the global nature of platforms creates considerable legal uncertainty. Finally, practical recommendations for safe operation in the digital market are formulated.