EU Cracks Down on Influencer Marketing: The Hidden Dangers in Fast-Fashion and Food Sectors

The Growing Scrutiny of Influencer Marketing Practices

You've likely seen these videos on Instagram or TikTok: influencers unpacking massive clothing hauls from platforms like Shein or Temu, showcasing how much they can buy with little money. Others demonstrate cheap imitations of clothing or accessories from fast-fashion brands—known as "dupe" videos. These marketing tactics, called "hauls" or "try-on hauls", are now under European scrutiny.

Unhealthy Food Promotion Through Influencer Channels

Influencer marketing isn't limited to fashion. It's also promoting unhealthy food advertising across social platforms. In Portugal, McDonald's collaborated with a popular streamer exploring a Minecraft world. Elsewhere, influencers offer discount codes for fast-food brands, post taste tests and flavor challenges, or perform dance challenges and comedy sketches for drinks and snack brands.

The European Consumer Organisation's Warning

In a new report, the European Consumer Organisation (BEUC) raises serious concerns about influencer marketing practices. The organization highlights issues such as:

• Lack of transparency in commercial partnerships
• Undisclosed incentives to overconsume
• Potential breaches of EU consumer protection laws

Agustín Reyna, BEUC's Director General, told Euronews: "In some cases, we believe that there is a breach of EU law, particularly when it comes to promoting something for what you are being paid for and you're not telling that to the consumer."

Alarming Statistics on Undisclosed Partnerships

According to BEUC's findings, 67% of monitored influencer posts promoting unhealthy food items failed to disclose any partnership with brands—neither as gifts nor paid promotions. This lack of transparency misleads consumers and violates trust.

Recommendations for Regulatory Action

The European Consumer Organisation recommends establishing joint liability between influencers, their agencies, and brands when consumer laws are breached. They also advocate for prohibiting influencer marketing in risky sectors like unhealthy food targeted at children.

National-Level Regulations Already in Place

Some European countries have taken proactive steps:

• France approved a proposal to ban influencer marketing for fast-fashion
• Norway banned influencers from promoting unhealthy food and drinks to children

Upcoming EU Legislation: The Digital Fairness Act

The European Commission is expected to present the draft Digital Fairness Act next year. This legislation aims to tackle unfair online practices and misleading influencer marketing, creating a more transparent digital marketplace.

The Future of Influencer Marketing in Europe

As regulatory frameworks evolve, brands and influencers must adapt to ensure compliance with consumer protection laws. The focus is shifting toward greater transparency and ethical marketing practices that prioritize consumer well-being over unchecked promotion.