Europe offers influencers tool for compliance with the rules

The European Commission today launched the ‘Influencer Legal Hub’. This tool has been specifically created for influencers, content creators, marketers, agencies, trademark owners, and other groups of advertisers that target online consumers. With the launch of this tool, the European Commission wishes to enhance awareness of the rules among influencers, and to make sure that they will also comply with them. The Netherlands Authority for Consumers and Markets (ACM) will make this information available on its website.

The tool contains basic information about the European rules on fair commercial practices. These rules apply to the entire EU, including the Netherlands. The information consists of, among other resources, video trainings, checklists, references to relevant legislation, and more in-depth background information. In this way, influencers can learn more about the statutory requirements they must comply with, such as when, where and how they must place disclosures regarding endorsements (sponsored or otherwise), and what rights consumers have if they purchase products or services directly from an influencer.

The European consumer authorities were involved in the creation of this tool. Dealing with influencers is one of the top priorities of the network of European consumer authorities (Consumer Protection Cooperation network or CPC network). Its objective is to ensure that advertising in influencers’ posts comply with EU laws. These laws impose requirements on influencers, and grant consumers certain rights. ACM is a member of the CPC network.

Guidelines on the protection of the online consumer

ACM has drawn up guidelines on the rules that apply to the use of influencing techniques. These Guidelines on the protection of the online consumer help businesses comply with the rules that protect consumers against online misleading practices. These guidelines also discuss the rules on influencer marketing. Both the influencer and the company that hires them must comply with the rules.

ACM and the digital economy

The digital economy is a key priority on ACM’s Agenda. The objective is that people and businesses are able to reap the benefits of the digital society. Through our regulatory work, we help realize the objective. In those efforts, we work together with other regulators in the digital domain as part of the Digital Regulation Cooperation Platform (SDT).