At the beginning of June, a major event occurred in our very special universe. After six months of passionate debates involving no less than 19,000 citizens and 400 professionals of our beautiful profession, Parliament unanimously adopted the law governing commercial influence. This law, a veritable sword of Damocles hanging over the heads of those who have developed the bad habit of playing a little too freely with the rules of the game, comes to regulate and professionalize the somewhat wild world of influence.
It has implications not only for influencers and their agents, but also for platforms and, of course, consumers.
A better defined world of influence
So, what does this law really change? Well, for executive data starters, she finally clarifies what was previously a little unclear. It gives a precise definition of the influencer and the influencer’s agent, and it sets clear rules for influence contracts.
And of course, the law leaves nothing to The law governing chance. It even requires that influencers based abroad appoint a representative in France to ensure the compliance of their contracts with French law. And make no mistake, there is no escape: they must also have professional liability insurance in the European Union. The law does not just lay down rules. It also provides for a “ guide to good conduct ” for influencers, the creation of the Responsible Influence Conference which will be held each year in Bercy, and promotes responsible influence and all existing initiatives.
Towards a more transparent and responsible influence
This is where things get really interesting. The law ATB Directory now requires influencers to demonstrate total transparency in the creation of their content. No more filters that modify the silhouette or face without warning, and virtual images must be clearly identified as such. And, be careful, certain products and services are now prohibited in the context of influence, such as advertising. For counterfeits, tobacco, prescription drugs, cosmetic surgery, risky financial products, etc.
And other areas are (finally) regulated, such as crypto-assets, gambling, alcoholic beverages, etc. with new penalties prohibiting the exercise of one’s activity and powers of injunction from the supervisory authorities. So, for all players in the influencer ecosystem, it’s time to get in tune and play by the rules!
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