Internet influencers are to come under increasing scrutiny from the consumer protection service of the commerce ministry, it emerged on Friday.

According to reports, the move was spelled out by Energy Minister George Papanastasiou in response to a parliamentary question submitted to government by Geens MP Charalambos Theopemptou.

The MP had invited the minister to inform parliament whether the promotion of products and services by influencers on social media falls under any legislation in order to take measures against those who engage in false advertising.

Influencers can be anyone with a large social media following such as actors, singers, football players or TV presenters among others.

In his response, Papanastasiou said legislation does exist.

He also said that the consumer protection service of his ministry had already begun investigating such content to determine whether the existing legislation is being violated.

Influencers have a legal obligation to disclose whether the content they post on social networks is of a commercial nature or if they’re being paid to advertise a product.

Papanastasiou said the promotion of products and/or services by influencers through social networks falls within the provisions of the Consumer Protection Law of 2021.

“Influencers have a legal obligation to disclose whether the content they post on social networks is of a commercial nature, as the information given to the consumer must not be untrue and/or omit essential information that deprives consumers of the right to make an informed decision,” the response said.

In addition, an annex to the law mentions commercial practices, which are considered unfair under any circumstances, among which is the use of announcements in the media to promote a product paid for by a business without this being made clear.

“Therefore, promoting a brand’s products and/or services in a post that generates either monetary revenue or other benefits such as free products, services, coupons, or memberships in return, must be reported as advertising activity,” it said.

“The presentation of the disclosure must be clear and obvious to the consumer.”

The minister said in the coming period a broad information campaign will be carried out so that consumers will be made more aware.