Influencer marketing in the fast-fashion and food sectors is facing growing scrutiny across Europe, as consumer organisations warn that advertising on social media is often disguised as personal content, encouraging overconsumption while leaving audiences unaware of commercial relationships.
Fast fashion, hauls and the culture of overbuying
On platforms such as Instagram and TikTok, influencers regularly showcase large quantities of clothing from ultra-fast-fashion platforms like Shein or Temu, highlighting how much can be bought for very little money. These “hauls” or “try-on hauls”, along with “dupe” videos comparing cheap imitations to branded items, have become central to fast-fashion marketing strategies, particularly among younger users.
Junk food goes viral
Influencer promotion is also widely used in the food and drinks sector, often focusing on products considered unhealthy. Consumer groups point to examples such as fast-food brands collaborating with streamers, discount codes shared with followers, taste tests and flavour challenges, or dance routines and comedy sketches promoting snacks and soft drinks. In Portugal, McDonald’s even partnered with a popular streamer through a branded Minecraft experience.
Hidden advertising and legal grey zones
According to a new report by the European Consumer Organisation (BEUC), these practices raise concerns over transparency, undisclosed commercial partnerships and incentives to overconsume. The organisation warns that audiences are frequently unable to distinguish between genuine content and paid promotion.
“In some cases, we believe there is a breach of EU law, particularly when influencers are being paid to promote something without telling the consumer,” BEUC Director General Agustín Reyna told Euronews. He noted, however, that EU legislation does not adequately address the relationships between influencers, brands and the platforms that host the content.
Alarming disclosure gaps
BEUC’s findings show that 67% of monitored influencer posts promoting unhealthy food did not disclose any form of partnership, whether paid or gifted. This lack of clarity, the organisation argues, undermines consumer protection and disproportionately affects children and young people.
Calls for stricter rules and shared responsibility
In response, BEUC is urging the introduction of joint liability between influencers, their agencies and brands when consumer law is breached. It is also advocating for restrictions or outright bans on influencer marketing in high-risk sectors, such as unhealthy food, when content targets children.
National action and EU plans
Some European countries have already taken steps at national level. France has approved legislation to restrict influencer marketing linked to fast fashion, while Norway has banned influencers from promoting unhealthy food and drinks to children. At EU level, the European Commission is expected to present a draft Digital Fairness Act next year, aimed at tackling unfair online practices and misleading influencer marketing.
Source: euronews.com