Most influencers fail to admit to advertising, EU study shows

FILE PHOTO: EU flag and TikTok logo are seen in this illustration taken, June 2, 2023. REUTERS/Dado Ruvic//File Photo

PARIS (Reuters) - Four out of five influencers on social media fail to disclose commercial content they post is advertising as required under EU law, a European Union study released on Wednesday showed.

The screening of 576 influencers showed that nearly all (97%) of them posted commercial content, but only 20% systematically indicated that it was advertising, the European Commission said it a statement.