Under the leadership of the Georgian Competition and Consumer Agency (GCCA), the annual global monitoring initiative (Sweep) of the International Consumer Protection and Enforcement Network (ICPEN) was conducted between 23 March and 8 April 2026, with the participation of 20 consumer protection authorities from across the world.
According to the findings of the monitoring, influencer marketing has become one of the principal components of the digital economy, exerting a considerable influence on consumer choice across a range of sectors.
"Influencers operating on social media enjoy a high degree of consumer trust, a factor which substantially shapes purchasing decisions, particularly where their recommendations are perceived as authentic or reflective of genuine personal experience. However, the emergence of a new phase in the evolution of social media, characterised by the proliferation of artificial-intelligence-generated content and a growing number of virtual influencers, is giving rise to novel challenges in the field of consumer protection",- the study notes.
The monitoring found that, of the 228 influencer accounts examined, the overwhelming majority (92%) published content of a promotional nature, yet only one in five disclosed its advertising character. Beyond the generally low rate of disclosure, the findings further indicated that, where such disclosures were made, they were frequently inconspicuous or ambiguously formulated, such that an average consumer could readily fail to notice them.
The ICPEN Sweep further assessed the extent to which the core principles of consumer protection transparency, fair dealing, and the accessibility of information are upheld, both in the context of traditional influencer marketing and in relation to emerging, AI-driven virtual personas. The monitoring confirmed that the lack of transparency remains a widespread and persistent shortcoming across jurisdictions.
The participating authorities have reaffirmed their commitment to ensuring a fair online environment for consumers, thereby enabling them to make well-informed decisions.
The International Consumer Protection and Enforcement Network was established in 1992. The Network brings together more than 80 member countries and leading international organisations, providing a platform for the regular exchange of information and thereby facilitating cross-border cooperation to strengthen the global protection of consumer rights.
