Influencers: most hide that they use advertising – 02/14/2024 – Tech

Most influencers on digital platforms hide the use of advertising in their content from their followers, according to a study released this Wednesday (14) by the European Commission, which analyzes options to ensure that regulations are respected.

According to the study, practically all (97%) of the influencers analyzed used advertising in their content, but only 20% admitted it systematically.

At the same time, 78% of the influencers analyzed carried out commercial activities, but only 36% of them are registered to do so.

Although 40% of influencers promoted their own products, services or brands, 60% of them did not reveal advertising consistently or did not reveal it at all, the study points out.

The surveys were carried out on the platforms Instagram, TikTok, YouTube, Facebook, X (formerly Twitter), Snapchat and Twich.

In total, the study analyzed messages from 576 influencers from 22 EU countries, as well as Iceland and Norway, to verify the degree of respect for current legal regulations.

As a result of this study, a group of 358 influencers was identified, who will be contacted by the national authorities where they operate so that they comply with each country’s regulations.

In a statement, European Commissioner for Justice Didier Reynders noted that currently “most influencers make money from their posts. However, our findings show that they do not always reveal this to their followers.”

These people, the commissioner added, “have considerable influence over their followers, many of whom are minors. I ask that they be much more transparent with their public.”