Among the tips on how to make money from social media, there is a range of more or less useful advice—but soon another one is expected to be added: getting certified in influencer marketing.
The Hellenic Advertising Self-Regulation Council (SEE), the independent non-profit organization that evaluates whether advertising communications in Greece comply with ethical standards, has created a training certification called Influencer Marketing Standards Training (IMST), similar to programs already implemented in other EU countries (France, the Netherlands, etc.).
Its goal is to train content creators—regardless of platform—on how to produce legal and responsible advertising content and to monitor whether they comply (the certification lasts three years and includes content audits by SEE). In this way, it also creates a pool of content creators who are verified to produce “clean” advertising.
All this matters because, beyond reducing attempts to mislead consumers, it represents an initial effort to regulate influencer advertising—a rapidly growing industry worth millions—as well as a first step toward formally recognizing content creation as a profession.
“From the end of October until today, 385 content creators have received the certification, while another 30 have registered,” says Eleni Donta, General Director of SEE. She adds that, so far, “35 companies, brands, agencies, and agents are participating as IMST partners.”
“We have started collaborating exclusively with influencers and creators who hold this certification,” says Myrto Gonou, Group Account Director Brands Communication at aía relate*, one of the companies working with IMST. “It is a step forward for them as well—both in terms of being trained according to European market standards and because the certification itself can open doors to a wider range of brand partnerships.”
Athina Tsagkaraki, known to tens of thousands of users on TikTok and Instagram as @athinoid, has obtained the certification but says that “no one has mentioned it to me yet.” Regarding the training content, she notes that she read about “things that are not ‘correct’ but that we often see happening online,” such as when “someone promotes a product from their own company without clearly stating that it is an advertisement, even though they should.”
“The ultimate goal is to clearly distinguish organic from sponsored content created by influencers, so that there is no ‘grey advertising,’” says Nikos Xydas, founder of the advertising agency Humble, which also collaborates with IMST. “It is a form of self-regulation by the communications industry itself, so that the state does not step in later to regulate it in a potentially unfavorable way.”
“For example, it could say: ‘advertising by creators is prohibited,’” he adds. “It’s an extreme example, but considering that in China uncertified financial influencers have been banned from promoting investment services, it’s not far from reality.”
Fotini Aristakesian, a content creator with a decade of experience on YouTube and hundreds of thousands of followers, notes that advertisements are already quite clear. In most commercial collaborations—especially with large agencies—creators “follow specific scripts and clear guidelines that are later approved.”
A similar view is shared by M. Gonou, who points out that “since the pandemic period, when content production increased significantly—mainly through TikTok—the market has begun to mature.”
Nevertheless, as E. Donta explains, the industry has not yet reached the level required for full compliance with ethical standards. “In a series of studies, both internationally and in Greece, it has been observed that promotional content is often not clearly distinguishable from regular content, making it appear as a spontaneous personal choice, when in reality it is not.”
“This is therefore ‘hidden’ advertising, which—apart from being misleading—is also not legally permitted,” she continues. “For example, when an influencer posts about how much they enjoy staying at Hotel X or eating at Restaurant Y, and the stay or meal is provided for free, the consumer does not necessarily know that this is advertising. They mistakenly believe it is a personal choice—and that is not allowed.”
“If we look at it philosophically, the biggest winner is the consumer, who gains greater transparency,” says N. Xydas. However, he adds that “some influencers are somewhat uncomfortable because they are being brought into the real world—a world with rules and obligations.”
On the other hand, F. Aristakesian argues that such regulations limit one of the few spaces where people could freely enter and operate until now. “Social media used to be a platform where you could do your own thing without depending on regulations, licenses, or other constraints,” she notes. “You didn’t have a ‘boss’ and you could experiment with any type of content. If it resonated with the audience, it would succeed.”
“To be honest, I believe the main purpose behind all this is more about limiting tax evasion than protecting us or consumers,” says A. Tsagkaraki. “At the same time, however, I’m glad that a framework is starting to form around this work, because it is often treated as just a hobby. Believe me, we pay the same taxes as other self-employed professionals.”
