An initiative intended to give the European Union greater visibility on social media is facing an uncertain start after governments across the bloc failed to nominate a single influencer for this week’s gathering of EU leaders.
The proposal would bring YouTubers, TikTokers and other online personalities into selected high-level meetings, giving them access to parts of the European Council’s Brussels headquarters that are generally restricted to accredited journalists. The goal was to make the Council’s work accessible to audiences who might not follow its activities through conventional news coverage.
But with the October 15-16 summit approaching, none of the EU’s member countries had put forward a candidate, according to six diplomats who spoke to POLITICO’s EU Influence newsletter.
The lack of nominations appears to reflect a mix of competing priorities and reservations about the scheme. One diplomat cited the expense and practical arrangements involved, while another said the proposal had not yet been raised with officials in their national capital. That diplomat did not exclude the possibility of taking part in a later summit.
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Others questioned whether the Council needed to be involved at all. One diplomat said a national leader who wanted an influencer present could simply bring one along. Council spokesperson Romain Sadet confirmed that no content creators would attend the upcoming meeting.
A new role, but not as journalists
The Council outlined its proposal earlier this year as a way to broaden public awareness of its work. National governments would be responsible for choosing participants, rather than the Council selecting them centrally.
The proposed access came with restrictions. Influencers would not be allowed to put questions to national leaders or ministers, and Council staff would accompany them throughout their visits. They would also not be recognized as members of the media. The Council had anticipated hosting no more than about 10 creators at each event.
Selection rules circulated to national governments in June also placed limits on who could participate. The guidance advised against inviting people whose published views ran counter to EU values or who had substantial, long-term commercial ties that could link them to major brands.
The scheme would not pay participants.
Media groups question transparency
The prospect of influencers attending EU summits has also raised concerns among journalists who cover European institutions.
The International Press Association, which represents those reporters, argued that online reach should not be the only consideration when granting access to political events. It warned that influencers would not necessarily have to reveal who paid them, unlike accredited journalists, who are expected to follow professional ethics and not accept money in exchange for favorable reporting.
The association raised those concerns when the plan was first announced.
With no governments having nominated creators for the forthcoming summit, the initiative will not feature at this week’s meeting. One diplomat’s comments suggest that the door may remain open for future events, although no country has yet committed to taking part.