The EU Council plans to invite social media influencers to cover leaders' summits and ministerial meetings, starting in July. However, candidates must demonstrate loyalty to EU values and avoid significant commercial collaborations.
The EU's initiative to involve social media influencers in covering its summits signals a strategic effort to enhance public engagement and communication, but it also raises questions about journalistic integrity and the potential for biased reporting.
The European Council is planning to invite social media influencers to cover high-profile EU leaders' summits and certain ministerial meetings, with the initiative set to begin in July. This move aims to broaden the reach of EU communications by leveraging the platforms of content creators.
According to guidance seen by POLITICO, national governments will be responsible for selecting the influencers, often referred to as YouTubers and TikTokers. A key criterion for selection is that candidates must not have expressed views contrary to the bloc's core values. Additionally, influencers with substantial or long-standing commercial partnerships will be excluded to prevent associations with major brands. The scheme also stipulates that influencers will not receive payment and cannot be seeking or holding political office, which would disqualify individuals like Cypriot MEP Fidias Panayiotou.
Member states are expected to nominate influencers whose social media accounts boast a significant audience relative to their country's population and who have demonstrated a capacity for creating content focused on politics, particularly EU affairs. While the plan requires final approval from EU countries, one diplomat expressed support, noting the need to observe its practical implementation regarding access and content generation.
Traditionally, access to film within the Council building during meetings is restricted to accredited journalists. The plan has faced criticism from the International Press Association, which voiced concerns that the presence of influencers could diminish the role and credibility of professional reporters. The association highlighted that while influencers are not required to disclose their funding sources, accredited journalists adhere to strict ethical standards and are not paid for their coverage.