The Consumer Protection Service (CPS) and the Advertising Control Authority (ACA) of Cyprus signed a five-year Memorandum of Understanding on Wednesday. This agreement aims to adequately inform consumers about the commercial intent of posts by influencers on social media platforms.

According to an announcement disseminated by the Press and Information Office, the CPS and the ACA specifically agreed to jointly implement information campaigns targeting businesses, consumers, and influencers. These campaigns will focus on the necessity of disclosing the commercial nature of influencer posts on social media platforms. Additionally, they will establish the fundamental principles that such disclosures should adhere to.

These principles, as stated, mandate that the disclosure must be immediately visible and easily understandable. It should be suitably presented depending on the different formats used by influencers (e.g., images, posts, videos, blogs) across various platforms where the messages appear (e.g., Instagram, YouTube, Facebook, X, TikTok, etc.). Furthermore, the disclosure needs to be clear for all different audiences it reaches, such as adults, young adults, and children.

It is also noted that the ACA has drafted a Guide for Influencer Marketing, which is a separate annex to the Cypriot Code of Advertising. This guide is recognized as a best practice by the CPS.