Compliance Becomes the New Currency in Influencer Marketing as Kolsquare Releases Landmark UK and Europe Report

Influencer marketing has grown up. What began as a scrappy world built on reality TV fame, quick deals, and little oversight has evolved into one of the most scrutinised sectors in modern media. According to new research from Kolsquare, Europe’s leading influencer marketing platform, the UK is now at the forefront of a continent wide shift that is reshaping the expectations placed on brands and creators.

Kolsquare’s latest publication, titled Influencer and Social Media Regulations in Europe: What Brands and Creators Need to Know in 2025 to 2026, draws a clear line between the past and the new reality. The report reveals that professionalism has become the new standard, and transparency is the currency that now defines trust, credibility, and long term success in the creator economy.

Speaking on the findings, Quentin Bordage, Chief Executive of Kolsquare and member of the European Influencer Marketing Alliance, explains that this moment marks a turning point. Compliance, he says, is no longer a tick box task but the defining mark of a responsible creator or brand. For the UK, which mirrors the increasingly strict approach seen across the European Union, this shift signals a crucial moment in the industry’s maturation. The rules are tightening, the expectations are higher, and those who rise to the moment will be the ones who shape the future.

A New Set of Pressures

Several forces have collided to raise the stakes. UK regulators, including the Advertising Standards Authority and the Competition and Markets Authority, are actively addressing hidden ads and misleading claims that once flew under the radar. The Online Safety Act has added pressure by placing more responsibility on social platforms, especially around protecting young users. Across Europe, the Digital Services Act plays a similar role, creating a unified push for clearer, more responsible advertising.

Environmental messaging is also under close examination. With new rules in the European Union clamping down on vague or unproven sustainability claims, both brands and creators are being asked to prove any green statements they make. Coupled with the rise of artificial intelligence and the spread of misinformation, a heightened need for education and clarity has emerged.

Political content is also facing stricter rules. The European Union has introduced new requirements to ensure that political and issue based communications are properly labelled and monitored. This marks one of the most significant regulatory expansions since the creation of modern influencer marketing. In 2025 the Digital Fairness Act will harmonise these standards further, creating one of the strongest frameworks the industry has ever seen.

The Rise of Professional Influencers

Kolsquare’s report highlights that Europe is now seeing a rapid growth in influencer certification programmes and structured training. The UK’s own Influencer Marketing Trade Body is leading much of this work, developing education pathways in line with the European AdEthics framework. This global programme is helping to set a baseline for what responsible influence should look like, not just in law but in culture.

The message is clear. Transparency is no longer optional. Every collaboration, whether paid, gifted, or incentivised, must be openly communicated. Accountability is now shared equally between creators, agencies, and brands, demanding a stronger culture of clear contracts, active monitoring, and continuous learning.

Scott Guthrie, Director General of the IMTB, reinforces the point in the report. Education, he says, will set apart the most valuable creators. Those who understand the rules and apply them with consistency become more trustworthy, more appealing to brands, and more durable in a crowded marketplace.

Kolsquare’s report positions this regulatory moment as not just a correction but an opportunity. It shows an industry that is carving out new expectations and embracing a more professional identity. For creators and brands looking to thrive, credibility will be shaped not only by content but by conduct. The age of accountability has arrived, and with it, a more mature and confident influencer economy.