Influencers across Europe could soon face stricter requirements to disclose when they are paid to promote products. They would also be prohibited from presenting advertisements or sponsorships as personal recommendations or genuine experiences.
The Digital Fairness Act (DFA), a legislative proposal adopted by the European Commission on November 11, aims to strengthen consumer protection online and increase transparency around sponsored content. It also seeks to tackle unfair personalized advertising and pricing practices that target minors and vulnerable consumers.
The proposal would require commercial content on social media to be clearly identifiable. Furthermore, influencers would face restrictions on promoting dangerous or legally prohibited products, as well as products marketed as suitable for minors when they are not. These obligations would also extend to brands and advertising agencies, which would be expected to ensure that the influencers they work with comply with the rules.
Beyond influencer marketing, the DFA addresses unfair targeted advertising and personalized pricing. It also seeks to curb addictive digital design features, including persistent prompts that encourage users to keep returning to online services.
Additionally, the proposal introduces restrictions on paid-for features that encourage excessive spending, including certain in-game purchasing mechanisms. These measures aim to protect minors from practices that could exploit their vulnerabilities or encourage compulsive spending.
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