The European Commission wants to better protect consumers against influencers
The European Commission and national authorities are investigating whether influencers are misleading consumers on social media. Many influencers earn money by endorsing or selling products or services on social media. Young consumers are particularly sensitive to their recommendations. The Commission is therefore checking whether influencers comply with the rules. The Commission will use the results of this investigation to determine whether a new law is needed. There is also an information centre for influencers now. They can do video training courses there and read more about the rules to which they must adhere.
The rules for vendors apply to influencers too
According to European consumer law, influencers who earn money via social media are traders. They must therefore comply with the same rules as other vendors. For example, influencers must:
- make it clear they earn money by recommending the products or services of a brand or business
- share the details of their business if they themselves are selling a product or service
- inform clients of their rights
Measures against deception by influencers
Young consumers and children are easily taken in by the recommendations of influencers. These are vulnerable consumers who require greater protection. The European Commission therefore believes it is important for influencers to adhere to the rules. The European Commission is now investigating how well influencers are doing so.
This audit is part of a larger investigation into the rights of consumers in the EU. The Commission will use the results to determine whether it is necessary to develop new laws for the online market. For example, a law that gives consumers better protection against misleading advertisements on social media.
Training courses for influencers: Influencer Legal Hub
Influencers and content creators do not always know what the rules are. That is why they can now do video training courses and find information about EU legislation for ethical business practices on the Influencer Legal Hub. This is the European Commission's information centre for influencers. Here influencers can find:
- when, where and how they must disclose that they advertise on social media,
- what is expected of them as traders
- what rights they should inform their customers about when they buy a product or service
Read more about the investigation into influencer marketing
The European Commission announced this investigation in a news article of 16 October 2023: Commission and consumer authorities look into business practices of influencers (europa.eu).
The Commission is looking at how well existing EU laws protect consumers when they make online purchases. You can find more information about this at Digital fairness – fitness check on EU consumer law (europa.eu).
See also our article entitled Call for Influencers - Help Us Protect Young Consumers | European Consumer Centres Network (eccnet.eu) in which we share ten tips for best practices for influencers.