European Commission study published on Wednesday shows that only a fifth of influencers systematically and clearly indicate that it was an advertisement. Marketing linked to influencers would have generated around 20 billion euros worldwide last year.
Nearly 360 of these influencers will now be targeted by a “more in-depth” investigation by national authorities and risk sanctions. 119 of the 576 influencers studied promoted “unhealthy or dangerous activities”: “junk food”, consumption of alcoholic beverages, medical or aesthetic treatments.