Influencer marketing sees rising budgets and increased regulatory compliance

Recent industry data indicates a significant shift in the influencer marketing landscape across Europe. A study by Kolsquare reveals that 89% of European brands and agencies plan to increase their influencer marketing budgets this year, up from 54% in 2024. While median spending has reached €144,000 annually—and exceeds €300,000 for large corporations—integration remains a challenge; only 10% of companies report that influencer strategy is fully integrated into their broader marketing mix.

Simultaneously, professionalization in the sector is being driven by regulatory compliance. According to a study by Reech for the ARPP, awareness of the Responsible Influence Certificate has risen significantly, with agency knowledge increasing from 32% in 2022 to 79% in 2026. Data shows an 84% global compliance rate among analyzed content. Notably, certified creators face three times less risk of non-compliance than non-certified ones. This shift toward compliance is narrowing the gap between small and large creators, as rigorous adherence to standards makes smaller accounts as reliable to advertisers as those with larger audiences.