Four in five social media influencers do not disclose paid content, according to a new report by the European Commission.
Why we care. If an influencer doesn’t clearly say that a post is an advertisement, they’re not just violating advertising guidelines, but both the influencer and the brand they’re promoting could be breaking the law.
Legal requirements. In the European Union, consumer laws require influencers to be transparent in their posts. They shouldn’t provide false or misleading information about products or services covered by the Unfair Commercial Practices Directive. If an influencer is earning money or benefits from promoting a brand’s products or services in a post, they must disclose it as advertising.
