Hidden advertising is becoming increasingly common in today’s digital environment. This underscores the importance of reviewing the allocation of responsibility for how advertising should be labeled on social media platforms. The purpose of this essay is to examine the distribution of responsibility in cases of improper marketing concerning advertising identification/advertising labels on social media in the context of influencer marketing, based on the swedish marknadsföringslag (2008:486), the Digital Services Act (DSA), and ethical rules such as the International Chamber of Commerce (ICC) rules of advertising and marketing communication. The focus will be on the requirements and responsibilities regarding advertising labels for influencers, advertisers, and platforms. Additionally, the essay has also described and examined potential solutions and problems for how primary responsibility could be applied to influencers when marketing on social media platforms.