National rules for influencers in Europe: first comprehensive report published

Influencers have become key players in the digital media space. But what legal rules apply to their content and business models? The European Audiovisual Observatory has just published “National Rules Applicable to Influencers” — the first-ever comprehensive comparative report on how influencers are regulated across the EU-27, as well as in Norway, Switzerland and the United Kingdom.

Co-financed by the European Commission, the report offers essential insights, including:

• Definitions and legal status: Only a few countries, such as France and Spain, define influencers in law. Most rely on soft law (guidelines and codes), while several have no formal definition.

• Application of the AVMS Directive: Influencers may be considered audiovisual media service (AVMS) providers if they meet certain criteria. This varies across member states and is not consistently applied.

• Oversight and enforcement: The report examines how authorities and self-regulatory organisations (SROs) enforce rules and provide guidance to promote transparency and compliance.

• Training and certification: A growing number of countries offer professional development programmes for influencers, including certification schemes supported by SROs in the Netherlands, France, Germany and Austria.

• Country-specific profiles: In-depth fact sheets for each country provide a rich overview of definitions, rules, enforcement examples and training programmes.

This publication is a must-read for policymakers, legal experts, content creators, and media professionals.



National Rules Applicable to Influencers