Final draft of Council working group conclusions calls for ‘policies and instruments’ for influencers

7 months ago 31

A working party in the Council of the European Union agreed to change its language on suggested measures to address the behaviour of online influencers, according to draft conclusions seen by Euractiv.

The latest and final draft conclusions of the Audiovisual and Media Working Party, dated April 5, invite the Commission and member states to develop “policies and instruments,” replacing previous language calling for a “comprehensive and coordinated policy approach.”

Whether and how online content creators and influencers should be regulated at the EU level is a growing debate in the Brussels bubble. Politicians and civil society organisations have been discussing whether European legislation should be updated to take into account the monetisation of large digital communities through brand partnerships and advertising.

The conclusions will move to a political debate in EU institutions, potentially later becoming the basis of concrete regulation.

The latest working party document also slightly softened the language on influencers’ use of artificial intelligence (AI).

The Commission and member states are invited to “consider reflecting on the effects of the increased use of AI by influencers and the implementation of labelling requirements according to the AI Act.” The previous draft simply suggested a reflection, not a consideration of a reflection.

The final conclusions also mention the protection of minors who are influencers, inviting the Commission to reflect “on the position of kidfluencers and the impact on their wellbeing.”

The protection of children in the digital age has seen rising attention in Brussels. Legislation on online child sexual abuse material is currently going through the process, and there have been calls to use the Digital Services Act and European digital identity wallets to enhance the safety of minors online.

The document still has to be politically approved to become a formal call for legislation. The permanent representatives of member states (COREPER) will review the document in a forthcoming meeting.

If approved, the Council of the EU’s Education, Youth, Culture and Sport Council configuration (EYCS) will review the text at a meeting scheduled for May 13-14.

[Julia Tar contributed reporting for this story]

[Edited by Alice Taylor]