Influencer marketing is under growing consumer protection scrutiny, with a BEUC-backed review flagging transparency problems that can shape tourism demand, destination perception, and booking decisions.
Summary: A BEUC review of around 650 influencer posts and videos found frequent “grey area” advertising and limited disclosure. While the study focused on food and fast fashion, the same tactics are widely used in tourism content, influencing destination perception and booking decisions. EU-level discussions tied to the Digital Fairness Act and the Audiovisual Media Services Directive are expected to intensify ahead of revisions planned for 2026.
Influencer marketing is increasingly shaping how people choose destinations, hotels, and experiences, but a new consumer-focused review suggests the advertising behind that content is often not clearly signposted. A study coordinated through BEUC – European Consumer Organisation points to transparency gaps that have direct implications for tourism and hospitality, where social media now plays a central role in travel inspiration and decision-making.
BEUC review examines influencer marketing practices
Between March and September 2025, 14 consumer organisations that are members of BEUC, from 12 countries, assessed approximately 650 influencer posts and videos. The content reviewed appeared on TikTok, Instagram, YouTube, and Snapchat—platforms commonly used to share travel experiences, accommodation recommendations, gastronomy content, and lifestyle posts.
Although the research primarily examined food and fast fashion, BEUC’s findings are relevant for tourism because similar promotional formats are widely used in travel-related content. The study highlights how emotional storytelling and subtle persuasion techniques can influence consumer behaviour, including how travelers form expectations and select destinations or services.
Hidden advertising and “grey areas” in travel content
A central concern raised by the review is covert advertising—commercial messages presented as if they were simply an influencer’s personal preference. In tourism, this can appear as posts promoting hotels, tours, or services without clearly stating whether there is a paid partnership or other commercial relationship, making it harder for audiences to distinguish marketing from genuine recommendations.
grey areas
The study also notes that discounts, special offers, or sponsored experiences may be framed as personal narratives. For travel brands and destinations, that approach can boost short-term interest, but it may also undermine consumer trust if audiences later feel they were misled about the commercial nature of the content.
Why tourism businesses face uneven competition
Consumer organisations had already warned in 2023 that European legislation only partially addresses problems linked to influencer marketing. BEUC’s latest work reinforces that point and, for tourism, raises questions about fair competition: companies that follow transparency requirements may be competing against promotions that are less clearly disclosed.
Because a significant share of destination marketing now happens on social platforms, the study’s conclusions extend beyond consumer rights into brand reputation and demand. When advertising is not clearly labelled, travelers may make decisions based on incomplete information about incentives, sponsorships, or affiliate relationships.
Regulatory updates expected in 2026: Digital Fairness Act and AVMSD
BEUC’s research is intended to add evidence to ongoing European-level discussions, particularly around the Digital Fairness Act and the Audiovisual Media Services Directive. Both are expected to be revised in 2026, a timeline that matters to tourism businesses that rely on influencer partnerships and social media campaigns to reach potential visitors.
Techniques flagged: gamification, competitions, and emotional engagement
Beyond disclosure issues, the review points to evolving promotional tactics, including gamification, competitions, and emotionally driven engagement. In tourism, these methods can be used to market experiences and lifestyle narratives, often with a strong pull on younger audiences and a tendency to encourage impulse consumption and faster travel decision-making.
- Review period: March to September 2025
- Organisations involved: 14 consumer organisations (BEUC members) from 12 countries
- Content reviewed: approximately 650 influencer posts and videos
- Platforms: TikTok, Instagram, YouTube, and Snapchat
- Policy context: Digital Fairness Act and Audiovisual Media Services Directive revisions expected in 2026
Fragmented oversight and calls for stronger enforcement
The study describes a fragmented regulatory environment for influencers, with varying rules and multiple supervisory bodies. For tourism operators and hospitality brands, that fragmentation can complicate compliance, particularly where both consumer protection authorities and audiovisual regulators may have a role.
BEUC also argues that platform self-regulation is not enough, warning that non-transparent practices can affect the reputation of destinations and tourism businesses. Consumer organisations are calling for stronger oversight and penalties where rules are not followed.
BEUC proposals and complaints against major platforms
According to the article, BEUC has submitted proposals that include a clearer definition of influencer marketing, harmonised transparency requirements, and shared responsibility among influencers, agencies, and businesses. The organisations have also filed complaints against major digital platforms over misleading practices.
For the tourism and hospitality sector, the direction of travel is toward tighter expectations around disclosure and accountability, especially as new European regulations are anticipated in 2026. Travelers, meanwhile, may see more explicit labelling of sponsored trips, hosted stays, and paid destination promotions—information that can help them judge recommendations more accurately before booking.
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