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The European Commission’s recent investigation revealed that 62% of influencers were not fully compliant with advertising disclosure regulations.
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Less than half of the influencers disclosed their paid partnerships, using vague terms like “collaboration” instead of clear labels such as “advertisement.”
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Influencer marketing, especially in sectors like fashion, beauty, and food, is coming under increased scrutiny from national authorities across Europe.
Influencer marketing has become a core part of advertising strategies worldwide, with its market value hitting approximately $32.55 billion in 2025, according to our 2025 Influencer Marketing Benchmark Report.
However, as the industry grows, so does the need for greater transparency and adherence to consumer protection laws. In Europe, the European Union is stepping up enforcement to ensure that influencers and brands remain compliant with advertising standards, potentially reshaping the landscape of influencer-driven promotions.
To support influencers and brands in meeting EU regulations, the European Commission launched the Influencer Legal Hub, a comprehensive resource offering guidance on how to comply with EU consumer protection laws.
The Role of the Influencer Legal Hub
The Influencer Legal Hub provides practical information on how to handle commercial messaging and ensure full transparency in influencer marketing campaigns. The Hub is a valuable resource for both established influencers and newcomers to the digital space, offering clear and practical instructions on best practices for content creation, sponsorships, and the legal obligations associated with paid promotions.
One of the primary objectives of the Influencer Legal Hub is to ensure that influencers understand their responsibilities when it comes to commercial messaging. The Hub provides detailed explanations of how influencers can clearly indicate when content is sponsored, including the use of appropriate language and hashtags like #advertisement or #sponsored.
By using these guidelines, influencers can avoid misleading their audience and maintain their credibility.
The Hub also covers critical areas such as transparency in affiliate marketing, the disclosure of paid partnerships, and the need to provide traceability information when selling products or services. Furthermore, the Hub outlines the requirements for different types of content, including posts, videos, and live streams, ensuring that all promotional content is compliant with EU law.
For brands, the Influencer Legal Hub provides essential information on the contractual obligations they have with influencers, emphasizing the importance of ensuring that all advertising content adheres to the regulations. Brands are encouraged to create clear agreements with influencers that outline expectations for disclosures and transparency, helping to avoid legal complications.
Penalties for Non-Compliance
Failing to adhere to EU advertising standards can lead to severe financial consequences for influencers and brands alike. We've already seen one such high-profile fine.
Back in 2022, Kim Kardashian was fined $1.26 million over a cryptocurrency "pump and dump" scheme. The cryptocurrency in question was Ethereum Max. The mega celebrity promoted the coin on her social media to her millions of fans, raising questions from the wider community regarding the ethics of the move.
Kim Kardashian pays $1.26 million after being charged with illegally promoting crypto scheme https://t.co/WAEsOBja7i pic.twitter.com/AUp1nxPY9D
— The Verge (@verge) October 3, 2022
Although this wasn't the first high-profile case. Back in 2018, DJ Khaled and Floyd Mayweather were fined $50,000 and $300,000 by the SEC for failure to disclose payments received for promoting two Initial Coin Offerings (ICOs).
The European Commission has made it clear that non-compliance with transparency and consumer protection laws is not to be taken lightly. Several EU member states, including Poland and France, have already imposed significant fines on influencers and brands that failed to disclose paid partnerships or were found guilty of misleading advertising practices.
Polish authorities fined influencers Katarzyna Dziurska, Katarzyna Oleśkiewicz-Szuba, and Piotr Lisek 40,000 PLN each ($10,000), while fines for the brand, Olimp Laboratories, reached 5 million PLN ($1.39 million).
In some jurisdictions, the penalties for non-compliance can be particularly harsh. In the case of Poland, fines can reach up to 10% of a company’s annual turnover, aligning them with the most serious competition law infringements, such as cartel activities. This penalty structure highlights the gravity with which the EU treats violations of consumer protection laws and the importance of following proper disclosure procedures.
The European Commission’s enforcement actions reflect a broader push to ensure that influencer marketing operates transparently and ethically. With influencer marketing becoming an increasingly significant form of advertising, both influencers and the brands they collaborate with must prioritize full transparency in their campaigns.
The penalties for non-compliance serve as a deterrent and emphasize the need for all parties involved to be diligent in following the legal guidelines set forth by the EU.
To further underscore the importance of compliance, national regulators have stepped up their efforts to educate influencers and marketers about the consequences of non-disclosure. In addition to financial penalties, repeated violations may lead to reputational damage, not only for the influencers involved but also for the brands that partner with them.
As a result, businesses are now more inclined to ensure that influencer agreements include clear stipulations about proper disclosure to avoid any legal repercussions.
Why Transparency Matters
Transparency in influencer marketing is crucial for maintaining trust with audiences. The findings of the European Commission’s sweep show that 62% of influencers failed to disclose paid promotions, which undermines the credibility of their campaigns.
Clear labeling, such as using hashtags like #advertisement, ensures that audiences are aware when they are engaging with sponsored content, preserving the integrity of both influencers and brands.
EU’s Next Steps and Future Regulations
The European Commission plans to strengthen regulations further, focusing on the Digital Services Act (DSA) to harmonize influencer marketing practices across EU member states.
This act aims to enhance consumer protection, combat misleading advertising, and improve transparency in digital platforms. The EU’s efforts are not only intended to protect consumers but also to create a more level playing field for influencers and brands.
