EU Cracks Down on Social Media Influencers, Including 20 Greeks
Influencers in the EU, including 20 Greeks, who have failed to declare profits made through advertising may face penalties by the European Commission.
A Commission sweep carried out from Oct. 27 to Nov. 30, 2023, which scrutinized posts from 576 influencers across major social media platforms found that a staggering 97 percent of influencers featured commercial content but only 20 percent consistently acknowledged it as advertising.
“Problematic marketing practices illustrate the importance of having modern robust legislation that is adequate to ensure digital fairness for consumers online,” the Commission said.
The EU executive – which led the study together with the national consumer protection authorities of 22 EU member states plus Norway and Iceland – screened posts on social media including Instagram, TikTok, YouTube, Facebook, X (formerly Twitter), Snapchat, and Twitch.
Its aim, the Commission said, was to verify whether influencers were complying with EU consumer law. It did not name the influencers but said 358 of them were earmarked for further investigation.
National authorities will contact them to request they follow the rules in place and further enforcement action may be taken if necessary. In Greece, the Development Ministry and the Independent Authority for Public Revenue (AADE) will request compliance.
The influencers’ posts were mainly about fashion, lifestyle, beauty, food, travel and fitness. The Commission study found that 119 influencers were promoting unhealthy or hazardous activities, such as junk food, alcoholic beverages, medical or aesthetic treatments, gambling, or financial services such as crypto trading.
EU findings on influencers
Other key findings of the EU-wide investigation include:
- 78 percent of influencers engaged in commercial activities, but only 36 percent were registered traders
- 30 percent did not provide company details in their posts
- 38 percent did not use platform labels to disclose commercial content appropriately
- 40 percent failed to maintain visible disclosure throughout their commercial communication
- 40 percent promoted their own products without consistent advertising disclosure
- 44 percent operated personal websites, many of which facilitated direct sales.
The Commission stresses that the findings highlight the need for clear legislation to safeguard consumers in the digital sphere. The forthcoming Digital Services Act will mandate disclosure of commercial communications, ensuring accountability across online platforms.
Influencers can shape public discourse
Influencers hold significant sway over public discourse in today’s social media-driven world. They cultivate massive followings on platforms like Instagram, TikTok, and YouTube. This gives them a direct line to a receptive audience, allowing them to spread ideas and information quickly.
They also often craft an image of authenticity and relatability. They might share their lives and experiences, fostering a sense of connection with their audience. This perceived authenticity makes their recommendations and opinions more persuasive.
Influencers can introduce new topics and ideas into the public consciousness. By focusing on specific issues or trends, they can influence what people talk about and what gains traction in online discussions.
