3-6-2023 (PARIS) The French National Assembly and the French Senate have passed a bill aimed at regulating influencer marketing on social media platforms, according to local media reports on Friday. The legislation prohibits influencers from promoting adulterated products or engaging in scams and fraud on social media.
Under the new rules, influencers are required to clearly label any content that is sponsored by brands when promoting products or services to their audience. The goal is to increase transparency and ensure that partnerships between influencers and brands are visible to the public.
The bill also aims to regulate the practices of influencers’ agents and advertisers, holding them accountable for their actions. Violators of the law could face imprisonment for up to two years and fines of up to 300,000 euros (approximately 321,767.58 U.S. dollars).
Arthur Delaporte and Stephane Vojetta, the two rapporteurs who sponsored the bill, stated that the legislation is intended to protect internet users from excessive and misleading information online, while also regulating the activities of content creators.
The French Ministry of Economy, Finance, and Industrial and Digital Sovereignty estimated that there are around 150,000 influencers producing content for the French public. Olivia Gregoire, the minister delegate for small and medium enterprises, expressed her satisfaction with the establishment of a “clear framework.” She highlighted that influencers can now operate within the bounds of the law, while French internet users are protected against abuses in online commerce.
With the adoption of this bill, France joins several other countries in taking steps to regulate influencer marketing and protect consumers from deceptive practices on social media platforms. The move reflects growing concerns about the influence and impact of influencers on consumer behavior and the need for transparency and accountability in this evolving industry.
