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The work of influencers promoting sustainable lifestyles on social media should be differently regulated so consumers are better protected, a new study says.

There are gaps in the current and forthcoming EU consumer protection measures set up to govern the commercial practices of content creators promoting sustainable products and services, according to the research, which appears in the Journal of Consumer Policy.

Reliable but relatable communication on sustainable lifestyles on social media could reach many consumers and contribute to changing their behavior patterns. This includes de-influencers, who encourage people to buy different, greener or more responsibly produced items.

The recommendations in the study are designed to allow content creators to maintain their freedom of speech and to conduct their businesses.

They include changing regulations to clarify content creators' legal status as professionals when they are being paid for the work. This would provide more legal certainty and facilitate the provision of additional training on their legal rights and obligations, and the creation of codes of conduct.

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