European Commission Study Exposes Majority of Social Media Influencers for Failing to Disclose Paid Content
A recent study conducted by the European Commission highlights a concerning trend among social media influencers, with the majority failing to disclose paid content. This omission not only contravenes advertising guidelines but also raises legal implications for both influencers and the brands they promote. European Union regulations mandate influencers to maintain transparency in their posts, ensuring they do not disseminate false or deceptive information about products or services. Specifically, influencers must disclose any financial or non-monetary benefits received from endorsing a brand's offerings. The study examined posts from 576 influencers across major social media platforms and uncovered significant deficiencies. While nearly all influencers (97%) shared content with commercial intent, only a minority 2 in 10 (or 20 percent to be exact) consistently disclosed the promotional nature of their posts. A notable portion (30%) omitted essential company details, such as conta...