A miracle beauty cream, a good investment plan in cryptocurrencies, restaurant advice... Behind the recommendations of influencers on social networks are most often hidden advertisements, denounces a study published this Wednesday, February 14 by the European Union, which is developing its counterattacks.
In conjunction with national regulators, Brussels dissected the publications of 576 influencers (including 82 with more than a million subscribers) on social networks across 22 Member States as well as in Norway and Iceland.
Almost all (97%) of them published
“commercial content”
, but only one in five
“systematically indicated”
and clearly that it was an advertisement.
However, this is a requirement of EU consumer protection law.
In-depth survey for 360 influencers
Some simply mention
“collaborations”
or
“partnerships”
.
Other shortcomings: only 36% were registered as professionals and 30% did not provide any company 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.
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.
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“Unhealthy or dangerous” activities
Among the influencers studied, 119 also 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.
The Twenty-Seven are considering adopting common rules to better regulate the sector: a working document consulted by AFP recommends that Member States
“consider an ethical code or an ethical label for influencers”
.
This January 31 document certainly asserts 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”
.
In France, which has 150,000 influencers, plaintiffs have launched collective actions, the Directorate General for Competition, Consumer Affairs and Fraud Repression has published a damning study, and rapper Booba has multiplied virulent criticism online.
French legislation 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.
While many successful influencers operate from abroad, such as in Dubai, the text intends to require them to take out civil insurance in the EU if they do not reside there, in order to be able to compensate if necessary. potential victims.
In general, the European Union has toughened its arsenal to regulate the internet.
Its digital services legislation (DSA) comes into full force this Saturday with obligations now imposed on all platforms, under penalty of fines, to better protect users against illegal content.
It also demands more transparency in terms of advertising.