The European Consumer Organization (BEUC) today asked the European Commission for additional measures against disguised advertising by influencers on social media, including a ban on promoting products that pose a risk to people, such as ‘fast food’.
The request follows a study carried out between March and September this year by consumer organizations from 12 European countries, which analyzed 650 videos in which influencers promoted fast fashion products or junk food.
One of the report’s conclusions is that influencers do not disclose their connection to brands in 67% of the videos in which they promote fast food, BEUC explained this Wednesday, 17th.
“Evidence gathered in the food and fast fashion sectors confirms widespread practices of disguised advertising. Commercial messages are often presented as expressions of personal style rather than advertising, blurring the line between marketing and genuine opinions,” the report states.
And when ads are in fact labeled as such, “the terminology is often confusing and misleading,” and “discount codes and promotional links are often hidden in the comments section below posts,” the study adds.
BEUC believes that European Union laws only partially address this situation and, in this sense, considers it necessary to update them to “clarify the responsibilities” of the various actors operating in the online advertising market, from influencers and the advertising agendas that move them to brands and digital platforms.
In this sense, the organization highlights that European Union countries have adopted several measures at national level to regulate, in particular, the promotion of risky financial products.
“In addition to financial services, effective legislative measures are needed to protect consumers from the risks posed by influencer advertising”, states BEUC, which advocates that this aspect be regulated in the law on digital equity and on audiovisual media services, which the European Commission plans to present next year.