This article was originally published in French by La Chronique Agora. It was translated and published by Brussels Report. Below you’ll only find the intro – click on the Brussels Report link to read the whole piece.

Under the Belgian Presidency of the European Union, the European Council is seeking to clarify the rules applicable to online influencers. We’ve all seen them: people who pop up on our news feed, telling us a fantastic story about a new charger they’re using, a great holiday destination they’ve discovered or a tough new backpack they’ve tried.

That’s why many social media platforms have not only created tools to flag advertising content, but also updated their guidelines to restrict advertising that isn’t labelled as such.