As online shopping and social media advertising become increasingly popular, young consumers are bombarded with messages encouraging them to buy things. But not all of these messages are transparent or truthful. Some ads are hidden, products are misrepresented, and deals can be unfair. This leaves young people unsure of what's really happening when they shop online. That's why ECC-Net is asking influencers all over Europe to help protect young consumers today on Safer Internet Day.
European regulations
Influencers who frequently promote or sell products or services are considered sellers under European law. Consequently, they have to follow a bunch of rules. But not all influencers are aware of these rules. That is why ECC-Net believes it is crucial to educate influencers about these regulations. By understanding the rules, influencers can ensure compliance, ultimately enhancing the protection of young consumers.
10 best practices for influencers
ECC-Net has compiled 10 best practices to educate influencers on protecting young consumers. By adhering to these standards, influencers can uphold legal and ethical norms while promoting a safer and transparent online space for their audience. Let's start implementing these crucial practices today and play our part in building a more responsible and consumer-conscious influencer community.
- Learn about advertiser and seller rules on the Influencer Legal Hub
The Influencer Legal Hub helps influencers to understand the rules for advertisers and sellers. It's a tool by the European Commission to guide you in following consumer protection standards. It provides real cases and best practices to protect your reputation and help you to steer clear of fines for unfair business practices.
- Be transparent about your relationships with brands
You should clearly disclose any sponsorships, partnerships, or free products they receive. This transparency helps young consumers understand the context of the recommendation and helps them to make decisions based on unbiased information. You should label all advertising posts appropriately and prominently (use #advertising).
- Partner only with trustworthy brands
Partner only with trustworthy brands and try out the products yourself before giving them the thumbs up. This way followers can trust recommendations and make more informed and reliable choices when purchasing items online.
- Make sure you fact-check information
Fact-check the information of products that you promote or sell online. Misleading or inaccurate details can harm consumers and damage your credibility. Make sure to rely on credible sources and the information you provide is accurate and up to date.
- Avoid making illegal health claims
Avoid making illegal health claims when promoting products. Misleading claims about health benefits not only break the rules but also erode consumer trust. Refrain from exaggerating or fabricating health-related claims and stick to factual information. Complying with the regulations will maintain trustworthiness with your audience, especially young consumers.
- Make sure the products you’re selling or promoting are safe
Check the products you sell on Safety Gate, a website by the Commission that lists product recalls. If a product is recalled, don't sell or promote it because it could be risky for consumers' safety and health.
- Emphasize the importance of cybersecurity
Educate your followers about secure payment methods, the importance of using trusted websites, and the significance of protecting personal information. This helps to create a safer online shopping environment for consumers.
- If you're selling stuff, make sure to share your contact info
Even though privacy is important, you've got to follow the European law. The consumer protection law lays out the need for certain info, like your address, to be shared. Keep it legit!
- Highlight consumer rights and protections
Include information about warranties, return policies, and customer support when promoting or selling products. This empowers consumers to make purchases with confidence, knowing they have recourse if the product doesn't meet their expectations.
- Prioritize authenticity and honesty
Prioritize authenticity and honesty in your content. Genuine recommendations and transparent communication build trust with your audience, fostering long-term relationships and credibility as an influencer and ensuring that young consumers can make informed decisions based on trustworthy recommendations.
Social media campaign: empowering consumer safety
ECC-Net has also launched a social media campaign to raise awareness and unite influencers for this cause. Through captivating and informative content, the campaign aims to emphasize the significance of protecting young consumers in the digital marketplace and how influencers can make a difference. By utilizing the wide reach and impact of social media platforms, ECC-Net aims to initiate discussions and motivate influencers to advocate for fair and transparent consumer practices.
ECC-Net’s position paper
ECC-Net regularly publishes position and research papers on a variety of topics. In our position paper Digital Fairness Fitness Check you can delve into the network’s insights and recommendations concerning influencer practices. Explore more about the observations and recommendations outlined in this comprehensive report.