Brussels Courts Influencers to Capture the Gen Z Vote

The strategy targets a generation that has largely abandoned legacy media. Data from the 2024 European Parliament survey confirms this shift, with 42 percent of citizens aged 16 to 30 now citing social media as their primary news source, outpacing television at 39 percent. The European Commission and Council view this as a necessary evolution in political communication, aiming to tap into a creator economy projected to reach $41.8 billion by 2026.

However, the lack of a unified EU framework for disclosure creates a legal vacuum. While member states like France and Germany have implemented strict rules for sponsored content, EU institutions operate under different standards. Participants in the European Council’s latest outreach program, launched July 1, receive travel and meal coverage but remain barred from core journalistic spaces. Creator Pietro Valletto noted that while the strategy successfully exposes institutions to new demographics, participants are often restricted from asking questions or witnessing actual ministerial deliberations.

Critics argue that without editorial standards, conflict-of-interest disclosures, or access to decision-makers, these partnerships risk becoming mere PR exercises. Activist Chloé Mikolajczak questions the transparency of the selection process, labeling the current model a potential propaganda tool. These concerns were amplified after the July Nato summit in Ankara, where Slovak influencer Oskar Barami—known for his ties to the ruling coalition—was invited, further complicating the line between independent commentary and state-sponsored messaging.