More than 5 billion people will use the Internet and social media by the end of 2024 and global influencer marketers reached USD 24 billion in early 2024. A regulation is thus needed to protect domestic consumers from the negative effects of global influencer marketing, such as deception, hidden advertising, and information uncertainty. Can the current legal framework effectively protect domestic consumers from misleading or deceptive and illegal advertising conducted by influencers through social media platforms from outside of their jurisdiction This essay first examines social influencing and explains how social influencers operate across national borders. It then discusses domestic legislation governing social influencers in China, Japan and South Korea and discusses why these domestic frameworks provide scant protection for consumers against false advertising and misinformation originating in another country. Finally, this essay proposes an international solution to a problem that will only increase size and severity in the future.

1. Introduction
2. What Are Social Influencers and How Do TheyOperate?
    A. Social Influencers: Definition
    B. The Problem of Disclosure in Global Social Media Recommendation and Endorsement Advertising
    C. The Problem of Influencers Exploiting Consumer Trust
3. Domestic Legislation and Regulations
    A. South Korea
    B. China
    C. Japan
4. Comparative Analysis: Challenges Faced by Cross-border Influencer Marketing Regulation
    A. Comparative Analysis
    B. Challenges and Ambiguities in Cross-Border InfluencerMarketing Regulation
5. Conclusion and Recommendations

• Oyunjargal Baatar(Senior Lecturer of the National University of Mongolia School of Law. LL.B. (Nat’l U. Mongolia), LL.M. (Chungnam Nat’l U. Korea), Ph.D. in law (Jeonbuk Nat’l U. Korea))
• Bayalagmaa Bayaraa(Lecturer of the National University of Mongolia, School of Law. LL.B. (Nat’l U. Mongolia), LL.M. (Kutafin Moscow State L. U.))