Project for the European Parliament Study on the impact of influencers on advertising and consumer protection in the single market

At the request of the European Parliament's Committee on the Internal Market and Consumer Protection (IMCO), ConPolicy and VVA will conduct an in-depth study on influencer marketing in social media within the European Union. The objective of the study is to provide information on the impact of influencers and to analyze the relevance of influencers as market actors from a business and consumer perspective. Furthermore, the most common issues related to influencer marketing and consumer protection as well as legislative and non-legislative measures to tackle consumer protection concerns will be identified. Lastly, it will be examined how the Covid-19 pandemic has affected the role of influencers. 

The project consists of a desk review of relevant literature, consultations and workshops with experts, social media influencer monitoring and a legal review. Furthermore, best practices to address the most pressing consumer protection concerns will be analyzed.

More information on the project may be found here.