Regulating Finfluencers

(2022) 11(6) Journal of European Consumer and Market Law 212ff

26 Pages Posted: 7 Dec 2022 Last revised: 4 Mar 2024

See all articles by Felix Pflücke

Felix Pflücke

Universite du Luxembourg - Faculty of Law, Economics and Finance; University of Oxford - Faculty of Law

Date Written: November 28, 2022

Abstract

The accessibility of investment advice on social media platforms has significantly increased in recent years. Finance influencers and content creators, so-called ‘Finfluencers’, provide their audience with unpaid or paid financial advice on social media, featuring investment strategies relating to meme stocks, contracts for difference trading, or cryptocurrencies. This article examines the practices and business models of Finfluencers as well as how EU law, three national jurisdictions, and five platforms regulate their activities. The underlying objectives are to understand the activities and regulation of Finfluencers and critically analyse whether the current framework sufficiently protects consumers.

Keywords: Finfluencers, Unfair Commercial Practices, Financial Regulation, Platform Governance, Consumer Law

Suggested Citation

Pflücke, Felix, Regulating Finfluencers (November 28, 2022). (2022) 11(6) Journal of European Consumer and Market Law 212ff, Available at SSRN: https://ssrn.com/abstract=4291905

Felix Pflücke (Contact Author)

Universite du Luxembourg - Faculty of Law, Economics and Finance ( email )

Bâtiment Weicker (Bureau C221A), 4 rue A. Weicker
Luxembourg, L-2721
Luxembourg
003524666445244 (Phone)

University of Oxford - Faculty of Law ( email )

St Cross Building
St Cross Rd
Oxford, OX1 3UL
United Kingdom

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