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Influencer marketing is everywhere and unavoidable for anyone on social media due to the high volume of content and boundless creativity of social media influencers. Between March and September 2025, 14 BEUC consumer organisations from 12 countries monitored about 650 posts and videos of social media influencers on TikTok, Instagram, YouTube and Snapchat.
Although influencer marketing is present in nearly all sectors, this evidence-gathering focused on posts and videos promoting unhealthy food advertising and fast fashion as they are sectors where consumers are likely to be particularly at risks. Evidence confirms the widespread use of hidden advertising practices and how influencers appeal to emotions to shape consumers’ preferences. It also shows how brands use influencer marketing to give a positive spin to their reputation in the eyes of consumers, in particular the youngest ones.
As we identified in 2023, current EU law is only partially able to tackle the problems posed by influencer marketing and needs to be updated.1 It must clarify the responsibilities of the different actors operating in the influencer marketing environment - from influencers and their agencies to brands and online platforms. This report provides additional evidence supporting ongoing policy discussions at EU and national level. This is particularly the case for the EU Digital Fairness Act and the evaluation of the Audiovisual Services Media Directive, both expected in 2026.
Although influencer marketing is present in nearly all sectors, this evidence-gathering focused on posts and videos promoting unhealthy food advertising and fast fashion as they are sectors where consumers are likely to be particularly at risks. Evidence confirms the widespread use of hidden advertising practices and how influencers appeal to emotions to shape consumers’ preferences. It also shows how brands use influencer marketing to give a positive spin to their reputation in the eyes of consumers, in particular the youngest ones.
As we identified in 2023, current EU law is only partially able to tackle the problems posed by influencer marketing and needs to be updated.1 It must clarify the responsibilities of the different actors operating in the influencer marketing environment - from influencers and their agencies to brands and online platforms. This report provides additional evidence supporting ongoing policy discussions at EU and national level. This is particularly the case for the EU Digital Fairness Act and the evaluation of the Audiovisual Services Media Directive, both expected in 2026.
Press release
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Evidence from posts of social media influencers gathered by consumer groups around Europe confirms widespread hidden advertising and appeal to emotions to shape consumers’ preferences and behaviour, in particular among the youngest ones. The European Consumer Organisation BEUC and its members call on the EU to urgently rein in influencer marketing by updating EU law. The EU must prevent influencers from promoting unhealthy foods to protect the health of young generations. This is particularly worrying at a time when one in three children in Europe live with overweight or obesity.
Position paper
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This paper summarises BEUC's recommendation to the European Commission's public consultation on food and feed safety - simplification omnibus.
Position paper
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Cardiovascular disease (CVD) is the largest cause of sickness and morbidity in Europe, and a leading cause of death and premature mortality. A healthier diet is essential to maintain low levels of cholesterol, the right blood pressure, and for the overall heart health. European policies should thus make sure that the ‘healthy choice is the easy choice’ for all European consumers.
Position paper
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BEUC's input and comments on the European Commission’s Call for Evidence: On-Farm Animal Welfare
Reports
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Following a call from 130+ organisation looking at the why the EU should adopt an Action Plan for Plant-based Foods by 2026, to strengthen plant-based agri-food chains - from farmers to consumers, this Blueprint highlights how the plan could take shapes providing policy recommendations and information.
It lays out opportunities at political and economical level from food security, empowering farmers, boosting EU supply to funding, through an overarching lens addressing the whole supply-chain.
It lays out opportunities at political and economical level from food security, empowering farmers, boosting EU supply to funding, through an overarching lens addressing the whole supply-chain.
Press release
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A new survey carried out in eight EU countries shows that the future Common Agricultural Policy should better reflect consumer expectations about food, how it is produced, and by whom. Although most consumers have a generally positive view of the agricultural sector, the Common Agricultural Policy (CAP) is not fully in line with their social and environmental concerns. BEUC and its members call on the EU Commission to heed consumers’ concerns in the future revision of the CAP to address societal expectations.
Reports
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A survey of consumers’ understanding and expectations
Press release
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The European Commission published its roadmap for the agriculture and food sector until 2040 today, laying the ground for future initiatives in the next five years. The Vision follows the Strategic Dialogue, gathering key players across the food supply chain, which had delivered promising results for consumers, including a shared commitment to boost access to healthy and sustainable food. Regrettably, the Vision disappoints on the demand side.
