The EU reveals the hidden side of influencers.
Behind the enthusiastic recommendations of these web personalities are most often disguised advertisements, according to a study published Wednesday by the Twenty-Seven, which is developing counterattacks.
In conjunction with national regulators, Brussels dissected the publications of 576 influencers (including 82 with more than a million subscribers) on social networks (Instagram, TikTok, YouTube, Facebook, X, Snapchat, Twitch) across 22 Member States as well as Norway and Iceland.
Clear result: almost all (97%) of the influencers published “commercial content”, but only a fifth of them “systematically indicated” and clearly that it was an advertisement.
However, this is a requirement of EU consumer protection law.
Some simply mention “collaborations” or “partnerships”.
Unhealthy or dangerous activities
Other failings: Only 36% were registered as professionals and 30% did not provide any business details.
Nearly 360 of these influencers will now be targeted by a “more in-depth” investigation by national authorities and risk sanctions, specifies the European executive.
Also readInfluencers: “Other waves of sanctions will fall”, warns the repression of fraud
Marketing linked to influencers would have generated around 20 billion euros worldwide last year.
“With the sprawling growth of social networks, the world of influencers has become an activity in its own right,” underlines the European Commissioner for Justice, Didier Reynders.
“They exert considerable influence over their subscribers, many of whom are minors.
I call on them to show much more transparency,” he warned.
Among the influencers studied, 119 promoted “unhealthy or dangerous activities”: “junk food”, consumption of alcoholic beverages, medical or aesthetic treatments, gambling, or even risky financial services (cryptocurrencies, etc.), explains the Commission .
Towards an “ethical code”?
The Twenty-Seven are considering adopting common rules to better regulate the sector.
A working document therefore recommends that Member States “consider an ethical code or an ethical label for influencers”.
This January 31 document certainly affirms that influencers can have a “positive impact” on young people, for example by reinforcing a feeling of “community” for people underrepresented in traditional media, but above all it points to potential effects “ harmful”.
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What the law on influencers contains
Several scandals have highlighted the excesses of certain star influencers, leading several countries to adopt specific legislation.
In France, a law adopted last year introduces a battery of measures against abuse, defining a legal status for influencers, and prohibiting the promotion of certain practices: cosmetic surgery, therapeutic abstention, sports betting, nicotine products, etc.