EU Digital Fairness Act: What Irish PR Professionals Need to Know

On 17 July, the EU launched the public consultation as the next step in the process to implement DFA, which will run until 9 October.

What Is the Digital Fairness Act?

The DFA is part of the EU’s broader digital strategy to ensure that online commercial practices are fair, transparent, and accountable. It targets deceptive design patterns, hidden advertising, and the misuse of personal data — with a particular focus on influencer content that blurs the line between personal opinion and paid promotion.

Why It Matters for Ireland 

Ireland, as a European tech hub and home to a thriving influencer economy, will feel the impact of the DFA more than most. In a recent article, PR professional Marielle Onana outlined several key implications for Irish communications teams:

Stricter Disclosure Standards

Influencers must explicitly label all paid partnerships and sponsored content (already implemented by CCPC and ASA). PR teams will need to ensure that every collaboration meets these standards — or risk legal and reputational fallout.

Shared Responsibility

The DFA doesn’t just hold influencers accountable. Brands and agencies are equally responsible for ensuring compliance. This calls for robust vetting, training, and monitoring processes.

Supporting Micro-Influencers

Smaller creators, often valued for their authenticity, may struggle with the administrative demands of compliance. PR professionals should be ready to guide and support them with resources and clear expectations.

Cross-Border Consistency

With many Irish campaigns targeting EU-wide audiences, harmonised compliance will be essential. The DFA could become a benchmark for best practice in digital communications across the continent.

Staying Compliant: What You Can Do

To navigate this evolving landscape, PR professionals and influencers should:

Monitor updates from the European Commission, Advertising Standards Authority for Ireland (ASA), and the Competition and Consumer Protection Commission (CCPC).

Members can also read the PRII Guidelines on Engagement with Social Media Influencers and watch the PRII/ASA/CCPC webinar on labelling and compliance for social media influencers here.