“Influencing in Fairness”: Brussels roundtable leads the conversation

Since the beginning of the current legislative cycle, digital regulation has remained high on the European Union’s political agenda. With the forthcoming Digital Fairness Act (DFA), the European Commission aims to reinforce consumer protection in online markets, building on existing frameworks such as the Unfair Commercial Practices Directive and the Digital Services Act.

Yet questions are emerging over whether new legislation will simplify enforcement, or further complicate an already dense compliance landscape.

These tensions were at the centre of the fourth and final roundtable of the Digital Fairness Series, held on Wednesday in Brussels and co-organised by The Watcher Post EU and Euroconsumers. 

This time under the title of “Influencing in Fairness”, participants were able to discuss the challenges connected to building trust in an age of influencer marketing. 

From guidance to enforcement

The discussion was introduced by keynote speakers Regina Doherty MEP and Denisa Alexandroaiei, who framed the broader policy context surrounding the Digital Fairness Act and its implications.

Across participants, there was broad agreement that influencers need clearer tools and guidance to comply with EU rules and uphold transparency standards. 

Most cases of non-compliance, stakeholders suggested, stem less from deliberate misconduct than from confusion or lack of awareness.

Where consensus broke down was over responsibility. Some argued that the Commission should provide more detailed EU-level guidance to prevent divergent national interpretations. Others maintained that platforms, given their direct relationship with creators, are best placed to offer practical, user-facing compliance support.

Shared responsibility, contested burden

A clear divide also emerged over who should carry the compliance burden. Platforms highlighted investments in creator education and transparency tools, urging shared responsibility across the ecosystem. 

Agencies pushed back, arguing that too much scrutiny falls on individual influencers while platforms’ role in distribution and algorithmic amplification escapes equivalent accountability.

Protecting minors remained a flashpoint, with concerns over algorithmic amplification of harmful content, unrealistic portrayals of wealth and beauty, and weak disclosure mechanisms for younger audiences. As low marketing disclosure and unresolved complaints highlight enforcement gaps, cross-border cases stretch national authorities to their limits, underscoring the need for stronger EU-wide oversight.

A broader regulatory test

The discussion ultimately reflected a wider structural question confronting Brussels: can the next phase of digital regulation enhance fairness without adding fragmentation?

If the DFA introduces new obligations without resolving enforcement asymmetries, stakeholders fear it could add complexity rather than clarity. 

Conversely, if it succeeds in harmonising definitions, strengthening coordination among authorities and clarifying responsibilities across the digital ecosystem, it could reinforce trust in a rapidly evolving market.

As influencer marketing continues to expand in scale and sophistication, maintaining consumer confidence will depend more and more on practical implementation. After setting the standards, the challenge for policymakers is to ensure that they are applied consistently and transparently across the Union.

As this event wraps up a four-part series on digital fairness, one thing is clear: the discussion is far from over.