Name: Influencer marketing in fast-fashion come under European scrutiny
Uploaded: 2025-12-17T05:07:50.726Z
Duration: 1 min 30 s
Description: The European Consumer Organisation is raising the alarm about hidden advertising practices by influencers on social media for fast-fashion and unhealthy food.

The European Consumer Organisation is raising the alarm about hidden advertising practices by influencers on social media for fast-fashion and unhealthy food.

Paris

The European Consumer Organization has expressed concerns about undisclosed advertising practices by influencers on social media, particularly in the fast fashion and unhealthy food sectors. These practices, often seen on platforms like Instagram and TikTok, include influencers showcasing large quantities of inexpensive clothing and promoting branded food collaborations without clear disclosure.

The organization highlights that current EU consumer protection laws address some undisclosed paid promotions but do not fully regulate the relationships between influencers, brands, and platforms. To address these gaps, the organization recommends joint liability among all parties involved and notes that the European Commission is expected to introduce the draft Digital Fairness Act next year to tackle misleading influencer marketing.

Influencer marketing in fast-fashion come under European scrutiny

The European Consumer Organization is raising the alarm about hidden advertising practices of influencers on social media for fast fashion and unhealthy food. You might have spotted some of these practices on Instagram or TikTok. In the fast fashion sector, content creators unpack and try on large quantities of clothing to showcase how much can be purchased with little money. This marketing practice is known as Holes. Other marketing also promotes unhealthy food advertising. In Portugal, McDonald's collaborated with a popular streamer exploring a Minecraft world. The European Consumer Organization raises issues of a lack of transparency, undisclosed commercial partnerships and incentives to overconsume. 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 of and you are not telling that to the consumer. So that is covered by consumer protection laws. But something that in EU law we do not have cover is this relationship between influencers and the brands, influencers and the platforms. Hence the European Consumer Organization recommends to establish joint liability between influencers, the agencies and brands if consumer law is breached. The European Commission is expected to present the draft Digital Fairness Act next year to tackle unfair online practices and misleading influencer marketing.

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