As social media influencers increasingly shape consumer behaviour, public opinion, and even political discourse, questions of legal accountability are becoming more pressing.
This article examines how influencers may face liability under consumer protection and tort law for misleading promotions, harmful advice, or reputational damage caused through online content. Focusing on developments in the European Union, Cyprus, and France, it considers how existing consumer protection rules and emerging legal frameworks, including the French Influencer Act, are adapting to the risks created by digital influence.
In Cyprus, where no dedicated influencer legislation currently exists, existing consumer protection laws are increasingly relevant in addressing undisclosed advertising, misleading online content, and potential harm to consumers.
The article also explores how traditional tort principles, such as negligent misstatement, may apply in the digital age, particularly as political endorsements, sponsorships, and misinformation create new challenges for accountability online.
