Influencer marketing is growing rapidly in social media and is used in a wide variety of areas such as fashion, fitness, food or travel. Due to the great response and the potential to set trends, this type of marketing has become a sought-after form of advertising. Brands are increasingly using it to promote their products and services and get their messages across to a large audience. But what impact does this type of advertising have on consumers, and where would EU-wide regulation need to intervene?