sec_4_2_6__para__8 — COMMISSION NOTICE – Guidance on the interpretation and application of Directive…

sec_4_2_6para8

COMMISSION NOTICE – Guidance on the interpretation and application of Directive 2005/29/EC of the European Parliament and of the Council concerning unfair business-to-consumer commercial practices in the internal market · European Union

In case the influencer is endorsing its own products or business, the same rules will apply. The commercial intent of the communication must always be declared in such cases, in particular in light of point No 22 of Annex I, which prohibits falsely claiming or creating the impression that a trader is not acting for the purposes of his trade or falsely representing oneself as a consumer. There is a need for adequate disclosure also in case the influencers endorse brands or products that are visibly linked to them, e.g. by bearing their name or face.

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Source: EUR-Lex (Cellar) · retrieved 2026-09-25 · Text as adopted (Official Journal); later amendments are not incorporated in this text.