One 12 months after its adoption, the primary results of the “influencer law” | EUROtoday

It was only a 12 months in the past. 1^er June 2023, following a vote within the National Assembly, the Senate unanimously adopted the legislation aimed toward regulating industrial affect and combating the excesses of influencers on social networks. Promulgated a couple of days later, this transpartisan textual content carried by the socialist deputy Arthur Delaporte and his counterpart within the presidential majority, Stéphane Vojetta, was the topic of intense discussions for a number of months in Bercy, consultations with quite a few professionals within the sector and of ample media protection concentrating on the misleading industrial practices of sure influencers.

Three hundred and sixty-five days later, it’s clear that these practices proceed. Goods and providers whose promotion is prohibited or severely regulated are nonetheless frequently highlighted on Instagram, Snapchat or Telegram: beauty surgical procedure, cryptocurrency buying and selling platforms, “miracle” merchandise for weight reduction, and many others. The industrial nature of collaborations between manufacturers and content material creators can also be not at all times clear. Including among the many headliners of the Web: in his video of May 18 sponsored by the lollipop producer Chupa Chups, the YouTuber Squeezie quickly omitted to point the compulsory well being point out of the consumption code supplied for such a meals and recalled within the “influencers law”.

The phrase “For your health, practice regular physical activity” was lastly added beneath the video a couple of hours after it was posted on-line. An instance which clearly illustrates the outcomes of this new authorized framework: regardless of nonetheless widespread inaccuracies, content material creators tend to conform an increasing number of with French legislation. According to a report printed in September by the Advertising Professional Regulation Authority (ARPP), 93% of content material printed within the first half of 2023 was thought-about “compliant or improveable” when it comes to industrial identification, in comparison with 89% in 2022, 83% in 2021 and 73% in 2020.

“Now I know the laws”

The exercise of those social community professionals was in truth already partially regulated by different texts, similar to the buyer code. From 2021, it talked about specifically that the “commercial intention” of a product placement should be clear. What the legislation on affect has confirmed and clarified, as Charlie Trouillebout, co-founder of the Matriochka Influences company, factors out: “Mandatory mentions are way more automated immediately, even when the influencer isn’t financially remunerated. »

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