Social media has become an integral part of our contemporary society. The social media revolution has led to the emergence of so-called influencers as key players in the advertising industry. However, the use of influencers for marketing purposes is not without risks for the consumer. This paper analyses to what extent influencers are subject to the Unfair Commercial Practices Directive (UCPD) and, in so far as the directive applies, how it may deal with unfair influencer marketing practices. In addition, this contribution examines how European and national soft law initiatives may complement the unfair commercial practices regime in regulating influencers.