Influencers or advertisers ?

person using smartphone application

Influencer marketing is a major activity in the online world, expected to be worth €19.98 billion by 2023. The European Commission and national authorities have just launched a new initiative to check whether online messages contain honest recommendations.

In a nutshell, if influencers regularly promote a product, for example by entering into agreements with brands to showcase their products, they are considered to be traders within the meaning of EU legislation. They must therefore be clear about their advertising.

The results of this audit will determine whether new rules are needed to make online markets as safe as real ones. The European Commission has also launched an “inlfuencer legal hub“. This is a place where influencers and content creators can find out about the rules of the game when it comes to fair commercial practices.

So are you an influencer or an advertiser ? Share your thinking on this initiative.

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