ANPC: Some Romanian influencers do not mark advertising. 70% use AI-generated content without informing the public.

The National Authority for Consumer Protection (ANPC) evaluated ten influencers, finding that all published commercial content, but not all complied with transparency obligations.

ANPC conducted an analysis of the activity of influencers in Romania, as part of an international monitoring action organized by ICPEN, carried out between March 23 and April 8, 2026, alongside 20 other consumer protection authorities from around the world.

Following the checks, it was found that posts representing advertising or commercial collaborations were not consistently marked, and mentions of the commercial nature were insufficiently highlighted, risking being overlooked by consumers. Additionally, 70% of the checked influencers used artificial intelligence to generate content, without informing the public about this aspect, thus diminishing the necessary transparency, according to ANPC.

At the international level, out of 228 checked influencers, 92% published commercial content, but only 20% correctly marked its nature.