Influencer Marketing 2026: Posts are also EmpCo-relevant

Influencer marketing is advertising – even without an explicit “advertising” notice. This means that all EmpCo rules apply. Brands are liable for the statements of their cooperation partners if a marketing contract exists.

The most common greenwashing pitfalls with influencers: “This brand is so sustainable!” – general statements, without proof on the brand’s website, are subject to warning notices. “I love this carbon neutral sneaker brand” – if the manufacturer itself is not permitted to advertise as “carbon neutral”, the influencer must not mention it. “Made from 100% recycled material!” without reference to a GRS certificate – lacks substantiation.

Brand responsibility: Affiliate agreements must include EmpCo standards. Before publication: briefing on permitted terms + list of prohibited terms. In the event of a breach: contractual penalty + right to terminate the contract.

Reformulation examples for influencer posts: ❌ “These trousers are 100% sustainable” → ✓ “These trousers are made from 100% GOTS-certified organic cotton [link to certificate no. GOTS-DE-2024-XYZ]". ❌ “Carbon neutral skincare routine” → ✓ “Skincare routine with brand’s carbon footprint: 0.8 kg CO₂eq per application (brand data, ISO-14044-LCA)".

Hidden dangers: Stories and temporary posts are often not regularly checked for compliance – but they are also vulnerable. Snapchat, Instagram Story or TikTok posts can become screenshots taken by consumer protection agencies in the event of legal action. Retain all posts from cooperation partners for at least 24 months.

Conclusion: Even if the influencer appears to be a private individual – as soon as a marketing contract is in place, EmpCo standards apply. Brands must organise pre-checks and briefings in a structured manner.