The European Association of Communications Agencies (EACA) has launched a new Influencer Marketing Council and a three-phase program to enhance influencer marketing standards across Europe. The council aims to foster a transparent and responsible influencer marketing environment through a multi-faceted approach, including norm development, research, and education.
Europe Moves to Strengthen Influencer Marketing Regulations
The European Association of Communications Agencies (EACA) has inaugurated a new Influencer Marketing Council, designed to establish continent-wide standards for influencer marketing. The council is chaired by Thomas Angerer, co-founder and Chief Creative Officer of BeInfluence Europe.
Its membership includes representatives from major holding companies and agencies such as Publicis (Influential, Samy), Dentsu, McCann, MCI Group, and Innocean. This initiative signals a clear commitment to address the insufficient regulatory framework within the rapidly expanding creator marketing sector and to position Europe as a global benchmark in this field.
The Council's Role and Program Details
Beyond merely establishing standards, the newly formed council will undertake pan-European research and surveys, issuing recommendations for brands, agencies, and creators. In conjunction with this, the EACA has released 'Influencer Marketing Rules Across Europe – A Practitioner’s Guide for EACA Members,' a comprehensive reference that consolidates relevant EU regulations, national requirements, and current trends across various countries.
The third component of the program involves expanding education on advertising disclosure rules directly for creators. Furthermore, the EACA stresses the importance of agencies and advertisers requiring a form of certification from creators before entering into partnerships.
Background and Objectives of Enhanced Regulation
The drive for enhanced regulation is rooted in data concerning online advertising complaints. A survey by the European Advertising Standards Alliance, which represents 28 national advertising standard bodies, revealed that influencer marketing content was responsible for 22% of all online advertising complaints. More than half of these complaints specifically pertained to non-disclosure obligations or the legality of the advertisements themselves.
Charley Stoney, CEO of EACA, noted that with increasing budgets for influencer marketing, agencies and advertisers are effectively delivering results for their clients. He emphasized that the EACA aims to support the industry in ensuring 'not only great results but also a public declaration of correct conduct and partnerships.'
