The regulation of influencer marketing in Europe

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The professionalisation of influencer marketing, coupled with a series of high-profile scandals surrounding influencer content in several countries, is driving calls for stricter regulation of the sector in Europe. What are the regulations on influencer marketing in your country? Find out all the details here.


Key points on regulations in Europe
In most European countries, influencer marketing is regulated by current advertising and consumer protection legislation, and disputes are resolved through the self-regulatory system.
In the EU, there is consensus that commercial content from influencers should be r&d directors email database clearly and immediately labelled, although the correct way of labelling differs from country to country.
The new EU Digital Services Act will put greater responsibility on influencers to ensure that content is not illegal, misleading or inappropriate.
Calls to harmonise influencer marketing laws across the EU are growing as some states take the lead in cracking down on nefarious practices that are harming the nascent industry.

In the past month, the French government has proposed laws to define the roles of “commercial influencer” and “influencer agent ,” ban influencers from promoting cosmetic surgery, and create a dedicated team within the consumer affairs and protection service to investigate potential illegalities in influencers’ content.

Across the Channel, the UK’s Advertising Standards Authority (ASA) has published enhanced best practice guidelines for influencer marketing following a major parliamentary inquiry into the sector.

In the case of Spain, the number of influencers is estimated to reach 1.56 million . This significant figure has led the government to implement certain regulations applicable to the work of content creators in the country. The General Law on Audiovisual Communication, better known as the “Law on influencers in Spain” and the Code of Conduct on the use of influencers in advertising, are two of the regulations in force.

Meanwhile, the umbrella organisation for European advertising self-regulatory organisations (SROs), the European Advertising Standards Alliance (EASA), has updated its best practice recommendations for influencer marketing for the first time in five years.

This flurry of activity is a recognition that influencer marketing is now a highly professionalised sector and a strategic pillar of digital marketing essential for success.