The findings were that while nearly all (97pc) of the influencers were posting commercial content on social media platforms, only one in five systematically told the public it was, in fact, advertising.
More than one-third (38pc) did not use the platform labels that reveal the content is commercial, such as the "paid partnership" option on Instagram. Those influencers used a different wording, such as "collaboration" (16pc), "partnership" (15pc), or just thanked the partner brand (11pc).
Following the sweep, 358 influencers were contacted for further investigation, and were contacted by national authorities to ask them to obey the rules. Twenty-six of these, or 7pc of the Europe-wide total, were contacted by the CCPC.
The competition authority, which says its work is ongoing, highlighted areas of potential concern to the influencers that were identified during the sweep.
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