A research-based analysis of the sustainable fashion influencer landscape Green influencers: a paradox? In November 2023, the U.S. Federal Trade Commission sent warning letters to several influencers and the organizations that paid them, emphasizing the need to clarify financial connections in undeclared product promotions. Fines can reach up to $50,000 for each violation. Yet, an analysis of over 100 million tweets between 2014 and 2021 revealed that the vast majority of commercial content on social media is not adequately disclosed by the influencers who post it (source: VoxEU). Consumers are unable to distinguish commercial from non-commercial content in the absence of transparency labels. A 2024 European study (European Commission) found…