The European Commission and national consumer protection authorities are set to examine the commercial practices of influencers at a time when influencer marketing has become a pillar of the digital economy, which is expected to be worth €19.98 billion worldwide in 2023, the Commission announced in a press release on Tuesday 17 October.
“In the coming weeks, the European Commission and national authorities of the Consumer Protection Cooperation Network will screen online posts to identify testimonials and endorsements that mislead consumers”, explains the press release.
“Influencers involved in regular commercial activity, such as brand deals to advertise products or services, are considered as traders under EU consumer law. They are required to disclose advertisements in a transparent manner. The result of this social media sweep will feed into the Digital Fairness fitness check that helps assess whether new legislation is necessary.”
The Commission has also announced the creation of an online Influencer Legal Hub that will “enable influencers to find information on EU legislation in the area of fair commercial practices”. (Original version in French by Solenn Paulic)