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The impact of influencers on advertising and consumer protection in the single market
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The impact of influencers on advertising and consumer protection in the single market

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An Influencer is a content creator with a commercial intent, who builds trust and authenticity-based relationships with their audience (mainly on social media platforms) and engages online with commercial actors through different business models for monetisation purposes. The influencer marketing industry has grown significantly in recent years. Consumers engage with influencers voluntarily but are at the same time exposed to advertising that relies on the parasocial relationship between the consumer and the influencer, which raises concerns about the protection of consumers.
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ISBN 978-92-846-9063-3
DOI 10.2861/839420
Numero di catalogo QA-07-22-116-EN-N
ISBN 978-92-846-9064-0
DOI 10.2861/958752
Numero di catalogo QA-07-22-116-EN-C
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ISSN ISBN 978-92-846-9063-3 DOI 10.2861/839420 Numero di catalogo QA-07-22-116-EN-N
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ISSN ISBN 978-92-846-9064-0 DOI 10.2861/958752 Numero di catalogo QA-07-22-116-EN-C
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