Sign in Subscribe

By Luís Daniel Rijo in Video News —

Majority of Influencers caught hiding ads, risking action from EU authorities

A recent investigation by the European Commission and national consumer protection authorities revealed a widespread failure by influencers to disclose paid content.

Majority of Influencers caught hiding ads, risking action from EU authorities

A recent investigation by the European Commission and national consumer protection authorities revealed a widespread failure by influencers to disclose paid content. Here's the key takeaway:

80% of Influencers:

  • Post commercially driven content (promoted products/services).
  • Fail to adequately disclose this as advertising.

This lack of transparency poses several risks:

  • Misleads consumers: Consumers may be unaware they're viewing an ad, potentially influencing their purchasing decisions.
  • Breaches EU consumer law: Clear regulations mandate proper disclosure of commercial content by influencers.
  • Harms brands: Partnering with non-disclosing influencers could damage brand reputation and attract legal repercussions.

Consequences for Influencers:

  • EU authorities:
    • May contact influencers for non-compliance and request proper disclosure.
    • Can pursue enforcement actions depending on national procedures.
  • Platforms:
    • Obligations under the Digital Services Act (DSA) might require action against non-compliant influencers.

Wider Implications:

  • Digital Fairness Fitness Check: Findings fuel discussions about updating EU consumer law to better address influencer marketing.
  • Consumer protection: Highlights the need for robust legislation and enforcement to ensure online fairness.

Key Sectors:

  • Fashion, lifestyle, beauty, food, travel, and fitness/sport are most prevalent in undisclosed influencer marketing.

PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.

Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.

You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.

Know more about us or contact us via info@ppc.land

Our latest marketing news:

Subscribe via email

Don’t miss out on the latest marketing news. Sign up now to get the articles directly in your email.
jamie@example.com
Subscribe