The Cypriot government has decided not to proceed, at this stage, with special legislation for influencer activities. According to Energy, Commerce and Industry Minister Michalis Damianou, existing legislation already provides the necessary framework.
The response was given to a question by AKEL MP Giorgos Koukоumas regarding transparency rules for opinion influencers. The minister clarified that the Consumer Protection Service studied findings from the European Audiovisual Media Observatory’s comparative study but concluded that influencers are already covered as “traders” under the Consumer Protection Law.
Despite this decision, the Service is not standing idle. In cooperation with the Advertising Control Body, it has already taken a series of initiatives: distributing informational material to influencers, briefing partner businesses, and publishing an Influencer Marketing Guide based on international standards.
Of particular interest are the own-initiative investigations launched on social media accounts. In a first round of checks on high-profile accounts, 14 warning letters were sent and one fine was imposed. In a second round targeting accounts with significant reach among 18-25 year-olds, six more letters were issued.
The message is clear: the government does not consider new legislation necessary but appears determined to strictly enforce existing rules — especially regarding the disclosure of commercial partnerships.
