There is quite a bit of chaos in the advertising of flu products across Europe

By: Trademagazin Date: 2024. 02. 14. 12:15

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The Economic Competition Authority also took part in the joint investigation of the European Commission and the Consumer Protection Cooperation Network (CPC) of the member states’ authorities, which reviewed the marketing activities of influenza drugs. Based on the experience of the coordinated survey (so-called sweep), there are plenty of deficiencies in this area. The European Commission and the CPC call the attention of opinion leaders to publish their advertisements in accordance with the law and not to create a false impression on consumers.

Elindult a Facebook Shops - Ecommerce Hungary During their joint action, the European Commission and 22 EU member states, as well as the national consumer protection authorities of Norway and Iceland, examined the marketing activities of a total of 576 influencers from the point of view of whether the opinion leaders properly mark content for which they receive some kind of compensation. The European Commission, which is coordinating the work, has now published summary of the results of the investigation.

It turned out that 97% of the checked 576 influencers published posts with commercial content, but only 20% indicated this systematically; At the same time, 38% did not use the indications referring to commercial content at all, e.g. the “paid partnership” designation on Instagram. Some of the surveyed opinion leaders chose different wordings, such as “cooperation” (16%) or “partnership” (15%). The number of influencers who indicated in accordance with the relevant legislation, i.e. in a clear and identifiable way for consumers, that their entries in various formats were published in return for compensation, was negligible.