Rise of political influencers sparks questions about ad regulation, study shows

The rise of political influencers on social media platforms like TikTok and Instagram has sparked concerns over regulation, according to a study by Germany's Media Authority of North Rhine-Westphalia (LfM). EU rules for political advertising, which came into force this month, do not cover these influencers, raising questions about how to ensure they are not manipulating their followers. The European Commission's 2025 social media study shows that one-third of respondents follow influencers on social media, with a higher percentage among younger users. LfM Director Dr Tobias Schmid highlighted the need for new regulatory approaches to counter challenges posed by these influencers. The EU is expected to introduce a Digital Fairness Act late next year to protect consumers from misleading influencer marketing and harmful online practices, though it remains unclear if political influencers will be included in this regulation.

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