Influencers

The business of branding has undergone a radical change in recent years. Marketing specialists now must prioritise real influencer collaborations, embrace data-driven strategies, and link campaigns with consumer and cultural values to create enduring impact and trust in this ever-changing market.

The European Commission and national consumer protection authorities of 22 Member States, Norway and Iceland have released the results of a screening (“sweep”) of social media posts from influencers which found that only one in five systematically indicated that their content was advertising.