The European Commission and the Council of the European Union debate over initiatives to streamline the work of influencers online. Discussions surround influencers' impact on their followers, their rivalry with traditional media services relative to advertising revenue and audience size, and the need for awareness on the part of influencers when it comes to regulations governing their trade and the impact of the content they share. To this end, the Commission, using public consultations, is on a mission to ascertain whether existing legislation can be applied in the area. It also seeks to better inform the Digital Fairness Act set to come on board soon. 

On the other hand, the Council in a document, appeals to the Commission and EU member states to streamline their approaches when dealing with influencers and online content creators across all policy domains to allow for seamless continuity. The appeal comes as member states roll out a variety of initiatives. France and Italy, for example, have already enacted stricter regulations for online influencers, while Spain and Belgium are in the process of carving out legislation in the area. 

Why does it matter? 

The Council affirms that there are existing EU laws to cover behaviour in the space, including the Audiovisual Media Services Directive, the Digital Services Act, and the Unfair Commercial Practices Directive. It outlines that there is only a need for national regulatory authorities to strengthen their monitoring capabilities. The presidency also encourages Members and the Commission to utilise EU funds to support the upskilling of influencers to create synergy with existing policies and legislation, such as the European Strategy for a Better Internet for Kids (BIK+).