The Consumer Protection Service (CPS) and the Advertising Control Authority (ACA) announced on Tuesday that influencers will face stricter oversight for promoting products or services in exchange for payments or benefits. The move aligns with the European Commission’s new consumer protection agenda.
Focus on transparency
Authorities emphasised that in a digital environment where advertising blends with social media content, distinguishing between personal opinion and commercial promotion has become essential. Dozens of influencers and thousands of posts have already been reviewed, resulting in one fine and 20 warnings.
Misleading practices under scrutiny
CPS and ACA highlighted that failing to clearly disclose paid promotions or presenting commercial content as personal experience may constitute misleading commercial practice. The oversight relies on a Memorandum of Cooperation and agreement signed between the two authorities in January 2025.
Targeted checks
Since the start of 2025, CPS and ACA carried out targeted reviews on influencer accounts. The first cycle focused on high-profile accounts, issuing 14 warning letters and one administrative fine. The second cycle targeted accounts popular among 18–25-year-olds, issuing six warnings. ACA reported monitoring nearly 4,000 posts from over 30 influencers and ran awareness campaigns for businesses and influencers.
Emphasis on compliance
CPS Director Konstantinos Karagiorgis stressed the importance of prevention through education and guidance for influencers and businesses. ACA President Sotiroula Sotiriou described the CPS–ACA partnership as a sustainable public-private cooperation model, delivering strategic benefits for both sides.
Also read: EU investigation into Shein over addictive design and illegal content
For more videos and updates, check out our YouTube channel
