Development Ministry launching investigation into influencers for misleading commercial practices
ΧΡΟΝΟΣ ΑΝΑΓΝΩΣΗΣ 2 '
Πηγή Φωτογραφίας: Followers could be led to believe an endorsement represents a celebrity’s own view, rather than it being a paid-for promotion, says the CMA. Photograph: Steve Meddle/Rex
The Development Ministry, with the assistance of digital tools from the European Commission, will investigate the commercial practices used by influencers on their social media accounts in the coming weeks, in order to protect consumers from misleading commercial practices.
According to the announcement of the Development Ministry, as part of the European investigations being carried out in EU member-states at the initiative of the European Commission (EU Sweeps), the General Directorate of Market and Consumer Protection of the General Secretariat of Commerce is going to carry out checks on the commercial practices that influencers use on social media in order to promote or offer goods and services of companies (brands) with which they cooperate.
The pan-European investigation has a dual objective: First, to identify social media posts by influencers that contain testimonials, reviews or listings that may be misleading to consumers, influencing their purchasing behaviour and causing financial loss, and secondly to verify whether influencers clearly inform their followers about their company’s identity and contact information.
The European Commission and the Ministry of Development invite influencers, as well as all those involved in the digital marketing industry, to visit the Influencer Legal Hub platform, in order to be adequately informed about their legal obligations, fair commercial practices and the applicable European standards for consumer protection.
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