EASA Best Practice Recommendation on Influencer Marketing Guidance 2023

01 May 2023

As early as 2018, EASA developed a BPR on Influencer Marketing to provide guidance on the remit and application of self-regulatory rules when addressing this growing marketing practice. The BPR has been recently updated in 2023 to take into account regulatory guidance and actual practices flagged by SROs. The BPR contains guidance about when user-generated content constitutes a marketing communication and is therefore subject to principles of responsible advertising. It covers rules for transparency and disclosure focusing on the prominence, location, and moment such disclosure is needed. It also provides information about the potential of training content creators and monitoring influencer marketing content.