Broad consensus in the European Union to achieve a "uniform approach" to regulate the activity of 'influencers'
The officials in charge of Consumer Affairs in the European Union have reached an agreement on Friday to address the regulation of ‘influencers’ in a uniform manner to prevent the spread of misleading information and ensure transparency. This decision was made during an informal meeting where various topics such as reducing the ecological footprint of e-commerce and the impact of artificial intelligence on consumers were also discussed.
Alexia Bertrand, the Belgian Secretary of State for the Consumer Protection Budget, stated during a press conference that there was a strong consensus among European officials about the necessity of a uniform approach due to the cross-border impact of influencers. The goal is to create a level playing field in this area.
Belgium, as the current president of the Council of the EU, prepared a document highlighting the concern over the lack of clarity in distinguishing between editorial content and commercial content by influencers on social media. It emphasized that consumers are placed at a disadvantage by the lack of transparency.
Issues such as misleading information, lack of transparency, and the targeting of minors were highlighted by the officials in charge of the Union.
Sustainable e-commerce
The ministers also discussed the importance of promoting sustainability in e-commerce.
The Belgian official stressed the need to raise awareness among consumers and merchants regarding environmental issues to encourage more sustainable choices when making purchases, as well as facilitating the return of goods without compromising consumer rights in online transactions.
Another topic discussed was the challenges posed by AI and automated decision-making in terms of consumer trust and well-being. The ministers agreed on the importance of educating consumers in this rapidly evolving technological landscape.
The Belgian secretary indicated that further initiatives may be necessary in the coming years to regulate these technologies.