Portugal’s Association for Consumer Protection (Deco) has called for clearer regulations governing influencer marketing, citing growing concerns about transparency in digital advertising, per Euro Weekly.

The push comes as Portugal’s influencer advertising market is projected to reach $52.77 million in 2025, with average ad spending per internet user estimated at $6.15, according to Statista data.

Deco specifically highlighted concerns regarding hidden advertisements for aesthetic treatments, supplements, and weight loss products targeted at vulnerable audiences. These promotions often create unrealistic expectations or encourage potentially risky behaviors, the organization warned.

The consumer protection group is advocating for a two-pronged approach: updating Portugal’s Advertising Code to better reflect digital realities and implementing stronger monitoring and enforcement mechanisms.

European Regulations

Portugal’s regulatory push follows similar initiatives across Europe. France implemented influencer marketing legislation in 2023, which was recently modified to offer creators greater flexibility in labeling posts while maintaining transparency requirements. The French law initially mandated specific hashtags, such as #publicité and #collaborationcommerciale, but now permits any labels that are “clear, legible, and understandable.”

In the UK, compliance remains a persistent issue, despite some improvements. The Advertising Standards Authority (ASA) recently found that only 57% of influencer content on Instagram and TikTok is appropriately labeled as advertising, with travel and fashion emerging as sectors with the highest rates of inadequate disclosure.

The Netherlands is taking a different approach by expanding its regulatory oversight to include micro-influencers. Starting June 16, the Dutch Media Authority will supervise content creators with fewer than 500,000 followers who meet specific criteria, including the provision of monetary compensation and the production of commercial content.

While Deco acknowledges that influencer marketing has become one of the most effective advertising tools, it emphasizes that both brands and influencers must prioritize transparency. The organization supports public education campaigns to help consumers, especially younger ones, understand how influencer marketing works.