The majority of influencers and social media creators across Europe are breaking European Union consumer law by failing to disclose their advertising activities.
The regulation of online influence is a growing discussion across the EU, with the Belgian presidency especially keen, it has been reported, to introduce further legislation at a national level.
According to research carried out for the European Commission that examined the posts of 576 influencers across major social media platforms, nearly all (97%) of them were posting commercial content, but only one in five (20%) were verifying that their content was advertising.
Under the Unfair Commercial Practices Directive, EU consumer law aims to ensure that commercial communications are transparent and that influencer posts do not mislead consumers with false or untruthful product or service promotions.
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