Influencers in Cyprus who promote products or services for payment without clearly disclosing the commercial relationship are being fined and warned under a new enforcement push by consumer watchdogs.
The Consumer Protection Service and Advertising Regulatory Body announced Tuesday they have issued one fine and sent warnings to 20 influencers after checking dozens of accounts and thousands of social media posts since the start of 2025.
The crackdown targets influencers who present paid promotions as spontaneous personal experiences, a practice the authorities say may constitute misleading commercial practices.
“In a digital environment where advertising is integrated into social media content, the need for clear distinction between personal opinion and commercial promotion becomes more imperative than ever,” the two bodies said.
What they’re checking
The enforcement push, launched under the European Commission’s new consumer agenda, focuses on influencers promoting products or services in exchange for payment or other benefits without proper disclosure.
The two bodies signed a cooperation agreement in January 2025 to coordinate the checks.
In a first round targeting highly recognizable influencer accounts, the Consumer Protection Service sent 14 warning letters and issued one fine.
A second round focused on accounts with significant reach among 18-to-25-year-olds, resulting in six more warnings.
The Advertising Regulatory Body has checked almost 4,000 posts from over 30 influencers and conducted an information campaign aimed at businesses and influencers.
Checks are continuing.
Prevention first
Consumer Protection Service Director Constantinos Karagiorgis said the service emphasises prevention over punishment, cultivating a culture of compliance through information campaigns and guidance.
Advertising Regulatory Body President Sotiroulla Sotiriou said the partnership between the public and private sector bodies is sustainable and offers significant strategic benefits to both sides.
Read more: