The study "The impact of influencers on advertising and consumer protection in the Single Market" conducted by ConPolicy and VVA was published today. The study was requested by the European Parliament Committee on the Internal Market and Consumer Protection (IMCO) to investigate the impact of influencers on advertising and consumer protection in the Single Market.
First, the study defined the term influencer and identified characteristics that are crucial for classifying a person as an influencer. Subsequently, the importance of influencers as actors in the Single market was analyzed from the perspective of companies and consumers. In addition, an overview was given of the regulations to which influencers and their marketing activities are currently subject within the EU. Influencer marketing practices were identified that are compliant with consumer rights, as well as those that violate consumer rights. To combat marketing practices that harm consumers, recommendations were developed on legislative and non-legislative measures to address consumer protection issues. The impact of the Covid 19 pandemic on the role of influencers was also examined.
The full version of the study can be found here.