Consumer Protection in the Age of Influencers: The Case of Albania in the Context of EU Integration

Abstract

The rise of influencer marketing has transformed the global advertising landscape, providing brands with new ways to engage consumers. However, it has also introduced significant challenges for consumer protection, particularly in terms of transparency, false advertising, and ethical concerns. This is especially relevant for Albania, a non-EU member state in the process of EU integration, where influencer marketing practices are still evolving. While Albania has made strides in aligning its consumer protection laws with EU standards, it faces unique challenges due to its non-member status, particularly in regulating digital marketing and influencer endorsements. This abstract explores the intersection of consumer protection and influencer marketing in Albania, emphasizing the country's regulatory framework, the role of influencers in shaping consumer behavior, and the gaps in enforcement and awareness. It further examines how Albania’s EU integration process presents both opportunities and challenges in strengthening consumer protection laws and aligning them with EU best practices. While influencers can play a positive role in promoting products and services, consumer protection must remain a priority to ensure that marketing practices are transparent, ethical, and truthful. Regulatory measures, such as the EU's consumer protection laws, provide a solid foundation for safeguarding consumer interests, but their effectiveness depends on proper enforcement and a shared commitment to ethical marketing practices.  Ultimately, this article argues that Albania must implement more robust regulations, enhance consumer education, and align with EU standards to ensure that influencer marketing does not undermine consumer rights as the country moves closer to EU membership.