Influencer marketing is now a mainstream channel for reaching European consumers, yet disclosure and transparency remain inconsistent across markets. National initiatives – such as France’s 2023 influencer law and Italy’s new AGCOM code for “relevant” influencers – are tightening standards but also risk creating fragmentation for cross-border campaigns. At EU level, existing frameworks (UCPD, DSA, AVMSD and the Political Advertising Regulation) already set important guardrails, but enforcement gaps, overlaps and grey zones persist in practice (e.g., hidden advertising, trader traceability, minors’ exposure, affiliate links). As the Commission advances the Digital Fairness Act (DFA), influencer marketing has become a focal area for possible harmonised disclosure standards, clearer platform UX obligations, and stronger protections for minors, while safeguarding innovation and the creator economy. This closed-door roundtable brings together institutions, platforms, brands, creator organisations, consumer groups and academics to explore how to make influencer marketing fair, transparent and coherent across the Single Market.