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Πανευρωπαϊκός έλεγχος σε 576 «influencers» για εντοπισμό παραπλανητικών εμπορικών πρακτικών – ΓΕΝΙΚΗ ΓΡΑΜΜΑΤΕΙΑ ΕΜΠΟΡΙΟΥ
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ast-no-thumbnail"> <h1 class="entry-title" itemprop="headline">Πανευρωπαϊκός έλεγχος σε 576 «influencers» για εντοπισμό παραπλανητικών εμπορικών πρακτικών</h1><div class='entry-meta'><span class="posted-on"><span class="published" itemprop="datePublished"> 23/04/2024 </span></span> | <span class="ast-taxonomy-container cat-links default"><a href="https://kataggelies.mindev.gov.gr/category/%ce%bd%ce%ad%ce%b1-%ce%b1%ce%bd%ce%b1%ce%ba%ce%bf%ce%b9%ce%bd%cf%8e%cf%83%ce%b5%ce%b9%cf%82/" rel="category tag">ΝΕΑ-ΑΝΑΚΟΙΝΩΣΕΙΣ</a>, <a href="https://kataggelies.mindev.gov.gr/category/%ce%b3%ce%b5%ce%bd%ce%b9%ce%ba%ce%ac/" rel="category tag">ΓΕΝΙΚΑ</a></span></div> </header><!-- .entry-header --> <div class="entry-content clear" itemprop="text" > <p><strong>Στη λίστα και 20 Έλληνες που θα λάβουν επιστολή με συστάσεις για άμεσες διορθωτικές ενέργειες από το Υπουργείο Ανάπτυξης</strong></p> <p>Στην πανευρωπαϊκή πρωτοβουλία για έλεγχο με τη μέθοδο των «σαρώσεων» (sweep) σε όλες τις πλατφόρμες των social media για τον εντοπισμό «influencers» που ασκούν εμπορικές δραστηριότητες, προωθούν και διαφημίζουν προϊόντα και υπηρεσίες επώνυμων εταιρειών, συμμετείχε το Υπουργείο Ανάπτυξης.</p> <p><strong>Ο έλεγχος, σε πανευρωπαϊκό επίπεδο, πραγματοποιήθηκε από τις 27/10/2023 έως και 30/11/2023 και συμμετείχαν 22 αρμόδιες αρχές των κρατών μελών της Ένωσης</strong>. Ο συντονισμός των ελέγχων έγινε από την Ευρωπαϊκή Επιτροπή μέσω του Δικτύου συνεργασίας των αρμόδιων εθνικών αρχών των κρατών μελών για την επιβολή της καταναλωτικής νομοθεσίας (Consumer Protection Cooperation Network).</p> <p><strong>Οι έλεγχοι αφορούν συνολικά σε 576 «influencers» από όλη την Ευρώπη ενώ οι 20 εξ αυτών προέρχονται από τη χώρα μας.</strong> Το αμέσως προσεχές διάστημα θα λάβουν επιστολή από το Υπουργείο Ανάπτυξης με την οποία θα ενημερώνονται επισταμένως και θα καλούνται να προβούν άμεσα στις απαραίτητες διορθωτικές κινήσεις ώστε οι δραστηριότητές τους να είναι προσαρμοσμένες σε όσα προβλέπει η ευρωπαϊκή καταναλωτική νομοθεσία.</p> <p>Ειδικότερα, στην επιστολή που θα λάβουν οι 20 Έλληνες «influencers» από το Υπουργείο Ανάπτυξης:</p> <p><strong>(α)</strong> επισημαίνονται η νομοθεσία της Ε.Ε. καθώς και το δίκαιο για την προστασία του καταναλωτή στην Ελλάδα που ισχύουν στις περιπτώσεις των εμπορικών επικοινωνιών όλων των «influencers»</p> <p><strong>(β)</strong> υπογραμμίζονται τα σημεία στις αναρτήσεις των «influencers», όπου χρήζουν βελτίωσης, ιδίως όσον αφορά στις περιπτώσεις γνωστοποίησης (disclosure) της εμπορικής επικοινωνίας με σκοπό την προώθηση προϊόντων/υπηρεσιών, ώστε να συμβάλλουν με αυτό τον τρόπο στην διαμόρφωση μιας σωστής εμπορικής επικοινωνίας με το καταναλωτικό κοινό, που θα διέπεται από διαφάνεια και</p> <p><strong>(γ)</strong> προτείνονται συστάσεις για την χρήση της κατάλληλης επισήμανσης, με δεδομένο ότι η εμπορική επικοινωνία για την προώθηση ενός προϊόντος ή μιας υπηρεσίας θα πρέπει να προβάλλεται με τέτοιο τρόπο ώστε να είναι άμεσα ξεκάθαρο στο καταναλωτικό κοινό ότι πρόκειται για διαφημιστική ενέργεια. Στο πλαίσιο αυτό θα πρέπει οι «influencers» να χρησιμοποιούν τα hashtag #διαφήμιση ή #advertisement ή #advertising, καθώς τα ειδικά εργαλεία γνωστοποίησης που διατίθενται από τις ίδιες τις πλατφόρμες: «συνεργασία επί πληρωμή», «συνεργασία επί αμοιβή», «paid partnership», ώστε να διασφαλίζεται ότι το καταναλωτικό κοινό γνωρίζει ότι η επικοινωνία για την προώθηση ενός προϊόντος ή μιας υπηρεσίας έχει διαφημιστικό περιεχόμενο.</p> <p><strong>Τα αποτελέσματα των ελέγχων στους Έλληνες «influencers»</strong></p> <p>Από τον έλεγχο στους Έλληνες «influencers», διαπιστώθηκε, μεταξύ άλλων, ότι ενώ <strong>το 100% ασκεί εμπορική δραστηριότητα, μόνο το 25%</strong> – και όχι πάντα με απόλυτα ξεκάθαρο τρόπο – <strong>γνωστοποιεί στον καταναλωτή ότι το περιεχόμενο των αναρτήσεων έχει εμπορικό σκοπό</strong> (π.χ. περιλαμβάνει διαφημίσεις). <strong>Σε ποσοστό 50% δεν παρέχουν σαφή ενημέρωση στον καταναλωτή σχετικά με την εμπορική τους ταυτότητα</strong>, ενώ από αυτούς που διατηρούν δικές τους ιστοσελίδες πώλησης <strong>το 50% δηλώνει ότι είναι εγγεγραμμένοι στο Γενικό Εμπορικό Μητρώο (Γ.Ε.ΜΗ.).</strong></p> <p><strong>Έρευνα για παραβάσεις</strong></p> <p>Όλα τα στοιχεία των ελέγχων που πραγματοποιήθηκαν θα διαβιβαστούν και στις αρμόδιες υπηρεσίες της Ανεξάρτητης Αρχής Δημοσίων Εσόδων για εντοπισμό πιθανών φορολογικών παραβάσεων.</p> <p>Για τις περιπτώσεις εκείνες των «influencers» που έχουν τις δικές τους ιστοσελίδες πώλησης και συνάπτουν συμβάσεις από απόσταση με τους καταναλωτές και για τις οποίες έχουν διαπιστωθεί παραβάσεις <strong>θα επιβληθούν οι διοικητικές κυρώσεις που προβλέπονται από την καταναλωτική νομοθεσία.</strong></p> <p><strong>Οι έρευνες στην Ευρώπη</strong></p> <ul class="wp-block-list"> <li><strong>Από το 97% των ελεγχόμενων «influencers»</strong> των οποίων το περιεχόμενο των αναρτήσεων είναι εμπορικό, <strong>μόνο το 20% γνωστοποιεί με ξεκάθαρες φράσεις στον καταναλωτή ότι πρόκειται για ανακοινώσεις διαφημιστικού ή εμπορικού χαρακτήρα.</strong></li> <li><strong>To 78% των «influencers» ασκούν εμπορική δραστηριότητα, ωστόσο μόνο το 36% αυτών είναι εγγεγραμμένοι σε εμπορικό μητρώο στη χώρα τους</strong>, στο βαθμό που αυτό προβλέπεται από την εθνική νομοθεσία του κράτους μέλους.</li> <li><strong>Σε ποσοστό 30% οι «influencers» δεν παρέχουν πλήρη στοιχεία σχετικά με την εταιρεία τους</strong>, όπως εμπορική επωνυμία, γεωγραφική διεύθυνση, διεύθυνση ηλεκτρονικού ταχυδρομείου, ή και αριθμό εγγραφής.</li> <li><strong>Σε ποσοστό 38% δεν χρησιμοποιούν στις αναρτήσεις τους τα ειδικά εργαλεία γνωστοποίησης που διατίθενται από τις πλατφόρμες</strong>, όπως την ένδειξη «paid partnership (συνεργασία επί πληρωμή)» στο Instagram. Αντιθέτως, επιλέγουν διαφορετική διατύπωση, όπως <strong>«collaboration (συνεργασία)» (16%), «partnership» (15%) ή λοιπές, γενικές ευχαριστίες προς τις εταιρείες (brands) με τις οποίες συνεργάζονταν (11%).</strong></li> <li><strong>Το 40% των «influencers» διατηρεί ορατή τη γνωστοποίηση του εμπορικού χαρακτήρα</strong> καθ’ όλη τη διάρκεια της εμπορικής επικοινωνίας.</li> <li><strong>Το 34% των «influencers» παραθέτει τις γνωστοποιήσεις με τρόπο ώστε να είναι άμεσα εμφανείς</strong>, χωρίς να χρειάζονται επιπρόσθετα βήματα από τον καταναλωτή, όπως κάποιο κλικ στην ένδειξη «read more (διαβάστε περισσότερα)» ή μετάβαση στο κάτω μέρος της σελίδας.</li> <li><strong>Το 40% των «influencers» προβάλλει και προωθεί δικά τους προϊόντα και υπηρεσίες.</strong> Ωστόσο <strong>το 60% αυτών δεν παρέχουν ξεκάθαρη και με σαφήνεια ενημέρωση </strong>ότι πρόκειται για εμπορική δραστηριότητα και προβολή των δικών τους προϊόντων.</li> </ul> <p>Ως αποτέλεσμα του EU Sweep 2023, από τους 576 «influencers» που ελέγχθηκαν σε 1η φάση, <strong>για τους 358 «influencers» προβλέπεται περαιτέρω έρευνα</strong> από τις αρμόδιες αρχές για την επιβολή της καταναλωτικής νομοθεσίας σε εθνικό επίπεδο.</p> <p>Οι «influencers» και οι καταναλωτές μπορούν να ενημερώνονται από τον ιστότοπο/βιβλιοθήκη πληροφοριών (<a href="https://commission.europa.eu/live-work-travel-eu/consumer-rights-and-complaints/influencer-legal-hub_en#part-2-influencers-as-advertisers">Influencer Legal Hub</a>) της Ευρωπαϊκής Επιτροπής, ο οποίος περιλαμβάνει, μεταξύ άλλων, μια σειρά από εκπαιδευτικά βίντεο και πληροφορίες από διάφορες πηγές που παρουσιάζουν τις νομικές υποχρεώσεις, τις θεμιτές εμπορικές πρακτικές και τα ισχύοντα Ευρωπαϊκά πρότυπα για την προστασία των καταναλωτών.</p> <p><strong>Περισσότερες πληροφορίες στους συνδέσμους που ακολουθούν:</strong></p> <p><a href="https://ec.europa.eu/commission/presscorner/detail/en/ip_24_708">https://ec.europa.eu/commission/presscorner/detail/en/ip_24_708</a></p> <p><a 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