Social media and influencers
The place of social media influencers has continued to increase in recent years, leading to abuses and misuse in the absence of clear legal framework regarding this activity.
24 March Bruno Le Maire, Minister of Economy, Finance and Industrial and Digital Sovereignty, Jean-Noël Barrot, Minister of State for Digital Transition and Telecommunications and Olivia Grégoire, Minister Delegate for Small and Medium-sized Enterprises, Trade, Crafts and Tourism, gathered to present the initial measures adopted to regulate this sector.
Here are the main announcements:
- The legal recognition of the’commercial influence activity : it will be included in the Consumer Code and the Commercial Code,
- Ensure consumer protection by regulating the promotion of certain products and services, in particular, the‘prohibition to promote cosmetic surgery or even the’very strict supervision for the promotion of alcoholic beverages and sports betting for example, as with traditional advertising,
- The obligation to disclose the use of filters or retouching on content (photos & videos) during paid partnerships,
- Protection of underage influencers: when they have under 16 years of age, they benefit from the protective provisions of child labour law, in particular with the following rule: 90% of the money earned will be frozen until they reach the age of majority.,
- The implementation of a « Social media policing«a dedicated team within the Directorate-General for Competition, Consumer Affairs and Fraud Control (Directorate-General for Competition, Consumer Affairs and Fraud Control), which will be able to enforce the rules through new penalty powers and respond to reports from internet users.
For Justine Atlan, Chief Executive Officer of the Association:
« For a long time, social media and influence were topics that were not taken seriously enough by public authorities and seemed inconsequential, but today, there is finally a growing awareness. […] This regulation will provide a framework for the sector, making it safer and bringing out the best in it […] It is not necessarily the youngest who have misused the profession, so it is important to reassure them and show them that the aim is not to ban the profession.»
Watch the interview on France Info
