According to the audit results, it was found that almost everyone (97%) posted commercial content, but only one in five consistently reported that the content was advertising. The aim of the scan was to verify whether influencers are disclosing their advertising activities as required by EU consumer law.
576 influencers’ posts published on major social media platforms were reviewed.
Some of the research findings
97% posted with commercial content, but only 20% disclosed that it was advertising. 78% of verified influencers carried out a commercial activity. However, only 36% were registered as traders nationally.
30% did not provide company details in their posts, such as e-mail address, company name, postal address or registration number;
38% did not use the platform tags used to disclose commercial content.
As a result of the audit, 358 influencers were earmarked for further research. National authorities will contact them to ask them to follow the current rules. Further measures may be taken if deemed necessary.
The following EU Member States participated in the survey: Austria, Belgium, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden as well as Iceland and Norway.
Also, 82 influencers had over 1 million followers, 301 over 100,000 and 73 between 5,000 and 100,000.
Several influencers were active on different social media platforms: 572 had posts on Instagram, 334 on TikTok, 224 on YouTube, 202 on Facebook, 82 on X (formerly Twitter), 52 on Snapchat and 28 on Twitch.
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