Social media content is increasingly influencing consumer choices – from everyday purchases to decisions relating to services, entertainment and lifestyle. Influencers’ recommendations are often perceived as personal, authentic and based on their own experience. Therefore, it is particularly important for consumers to clearly understand when such content is commercial in nature, when it has been created as part of a paid partnership, and when artificial intelligence has been used in its creation.
To assess how clearly commercial content and the use of artificial intelligence are disclosed on social media, the Consumer Rights Protection Centre (CRPC) participated in the annual sweep conducted by the International Consumer Protection and Enforcement Network (ICPEN), which took place from 23 March to 8 April 2026. A further 20 consumer protection authorities from around the world participated in the initiative.
The global sweep revealed that 92% of the 228 influencers assessed published commercial content, yet only one in five disclosed it consistently. Furthermore, disclosures about commercial content were often not sufficiently prominent and could easily be overlooked by the average consumer.
As part of its national assessment, the CRPC reviewed the activities of 10 influencers across several social media platforms, including Instagram, Facebook and TikTok. Particular attention was given to whether commercial content was clearly distinguishable from other types of content. The CRPC also focused on influencers whose content could potentially contain prohibited advertising, such as advertising related to smoking products, gambling and other sensitive sectors.
The CRPC’s review did not identify any significant non-compliance issues or violations overall. Consequently, no further supervisory action was required in relation to seven influencers. At the same time, the CRPC continues to monitor the social media activities and disclosures of two influencers. In addition, a preventive supervision case has been initiated in relation to one influencer and remains ongoing.
Influencer marketing has become an important part of the digital economy, influencing consumer decisions across a wide range of sectors. Social media influencers often build close relationships of trust with their audiences, which can have a significant impact on purchasing decisions. At the same time, social media is entering a new stage of development characterised by the growing use of AI-generated content and virtual influencers, creating new challenges for consumer protection. The CRPC and other ICPEN member authorities participating in the sweep are committed to ensuring that consumers can make informed and fair decisions in the online environment.
About ICPEN
The International Consumer Protection and Enforcement Network (ICPEN) is an organisation that brings together more than 80 consumer protection and enforcement authorities worldwide. It provides a platform for regular information exchange among consumer protection authorities and promotes cross-border cooperation to strengthen consumer protection around the globe.