Brussels has drawn criticism for proposed guidelines that would permit influencers to cover European Union summits, provided they demonstrate pro-EU sentiments and are deemed 'Europhiles'. Leaked documents indicate that individuals who have published views opposing EU values would be barred from such access. Critics contend that these plans represent an attempt to control narratives and suppress dissent, particularly in light of the growing popularity of euroskeptic parties across the continent.
The proposed policy, which is still awaiting approval from the EU's 27 member states, would allow influencers to begin covering meetings of EU leaders and officials starting next month. Previously, summit coverage was restricted to accredited journalists. The guidance suggests that national capitals should select influencers with a significant audience relative to their country's population and a history of creating content about EU politics. Additionally, selected influencers must not have substantial commercial collaborations to avoid conflicts of interest.
Potential candidates for exclusion under these criteria include Dutch influencer Eva Vlaardingerbroek, who has a large following on Instagram and has used her platform to criticize EU environmental and immigration policies, and Spanish influencer Silvia Bernal, who has voiced opposition to the bloc's Net Zero initiatives and agricultural red tape. Yanis Varoufakis, a former Greek politician turned podcaster, who has been critical of the EU's democratic structure, would also likely be ineligible.
Conversely, German influencer Chiara Gerngrosz, identified by Brussels as a prominent EU influencer, whose content emphasizes strengthening European identity, would likely be approved.
This initiative by the EU mirrors efforts by some national governments to engage with a younger demographic through social media. In the United Kingdom, for instance, government officials have invited influencers and content creators to briefings and events to reach audiences who increasingly consume political information through platforms like TikTok and podcasts.
The International Press Association, representing journalists covering European institutions, has condemned the proposed plan. A spokesperson stated that unlike accredited journalists who adhere to ethical standards and are not paid for favorable coverage, influencers are not required to disclose their funding, raising concerns about transparency and journalistic integrity. An EU Council spokesperson confirmed that influencers would be supervised and not treated as media, including regarding accreditation and access to media opportunities.