Greek Influencers Under Scrutiny by EU for Illegal Earnings


20 Greek influencers are in the spotlight after a recent crackdown by the European Union (EU) on influencers engaging in commercial activities. The checks, spanning a total of 576 influencers across Europe, targeted individuals promoting products and services without adequate disclosure.

Initiated by the Ministry of Development in collaboration with EU authorities, the pan-European sweep took place from October 27, 2023, to November 30, 2023. The objective was to ensure compliance with consumer legislation regarding commercial communications on social media platforms.

In Greece, the Ministry of Development will send letters to the 20 influencers, outlining EU legislation and consumer protection laws applicable to their activities. The letters will emphasise the need for clear disclosure of commercial content and recommend appropriate labeling methods such as hashtags like #advertisement or #advertising.

The audits revealed that while all Greek influencers were engaged in commercial activities, only 25% provided transparent disclosure about the commercial nature of their posts. Additionally, 50% failed to clearly inform consumers about their commercial identity.

Furthermore, data from the checks will be shared with tax authorities to identify potential tax violations. Influencers found to be in breach of consumer legislation may face administrative sanctions.

Across Europe, the sweep uncovered widespread non-compliance among influencers. Only 20% clearly informed consumers that their posts contained advertising content, while 30% did not provide complete information about their companies. Additionally, 40% failed to use specific disclosure tools available on social media platforms.

As a result of the sweep, 358 influencers are now under further investigation by national consumer enforcement authorities. To aid influencers and consumers, the European Commission has launched an Influencer Legal Hub, offering resources on legal obligations, fair commercial practices, and consumer protection standards.


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