Politico: EU to allow influencers at summits if aligned with bloc values

Social media influencers will be allowed to create content from EU summits in Brussels under a new initiative by the Council of the European Union, provided they do not express views that conflict with the bloc’s values.

According to guidance circulated to member states and reviewed by POLITICO, national governments will be responsible for selecting content creators to attend EU leaders’ summits and certain ministerial meetings, with the program expected to begin in July.

The document states that selected influencers must not have “published views against EU values.”

They should also avoid “significant or long-standing commercial collaborations” to prevent associations with major brands. Participants will not receive payment under the scheme.

Individuals seeking political office or already holding political positions will be ineligible for accreditation. As a result, influencer-turned-Cypriot lawmaker Fidias Panayiotou would not qualify under the current criteria.

Member states are encouraged to choose creators with a substantial audience relative to their country’s population and a proven record of producing content focused on politics, particularly EU affairs.

The proposal still requires approval from EU member states. One EU diplomat voiced support for the initiative but noted that its practical implementation remains to be seen, particularly regarding the level of access granted to influencers and the type of content they will be permitted to produce.

Filming inside the Council’s Brussels headquarters is typically restricted to accredited journalists.

The initiative has drawn criticism from media organisations, which argue that influencers do not operate under the same professional standards as journalists. The International Press Association, representing reporters covering EU institutions, warned that content creators are not required to disclose who finances them, unlike accredited journalists who are expected to adhere to professional ethical standards.

A Council spokesperson said influencers participating in the program will be accompanied at all times and “will not be treated as media, including when it comes to accreditation or access to media opportunities.”

By Bakhtiyar Abbasov