The little enclosure of the French parliament, the National Assembly, passed a cross-party bill that aims to present immoderate caller requirements for societal media influencers. This is simply a preliminary ballot arsenic the measure volition determination to the Senate, but there’s a precocious astir apt that it volition beryllium adopted successful a fewer weeks arsenic each the 49 deputies who were contiguous astatine the National Assembly voted successful favour of the bill.
This measure has been successful negotiations for a portion arsenic Aurélien Taché, a lawman from the French greenish party, submitted a draught instrumentality back successful November 2022. According to him, galore influencers beforehand scams due to the fact that determination aren’t immoderate antagonistic consequence. Around the aforesaid time, French rapper Booba besides started calling retired scammers/influencers connected societal networks, which led to immoderate wide media coverage.
The French authorities itself past started looking astatine this taxable with the Ministry of the Economy conducting a nationalist consultation to amended recognize the stakes. More recently, Arthur Delaporte and Stéphane Vojetta — a socialist lawman and a lawman from Emmanuel Macron’s enactment respectively — past submitted different draught measure that would crook each this backmost and distant into an existent portion of authorities (with the government’s support).
The effect is today’s bill, which archetypal defines what a paid influencer is. It’s idiosyncratic who leverages their estimation to stock contented that promotes a merchandise oregon a work successful speech for wealth oregon a benefit-in-kind. Influencers who conscionable these criteria volition person to comply with caller rules.
A large alteration that is going to person a important interaction connected influencer contented is that influencers volition person to disclose if they are utilizing a filter oregon if their look and/or assemblage person been photoshopped. This notation has to beryllium disposable astatine each clip connected the photograph oregon video itself.
With these constraints, the French parliament doesn’t privation to punish influencers. It wants to support societal media users from intelligence wellness issues, specified arsenic anorexia nervosa, bulimia oregon depression.
The measure past lists immoderate things that an influencer cannot do. In particular, if the measure passes, influencers won’t beryllium capable to beforehand cosmetic surgery, fiscal products and services (including cryptocurrencies) and counterfeit products.
In immoderate cases, influencers tin inactive beforehand products and services similar before, but they request to adhd an informational banner astir the risks involved. That caller regularisation applies to betting and gambling services, arsenic good arsenic video games that person features that could beryllium considered arsenic betting oregon gambling.
If they are promoting a grooming program, they volition person to sanction the grooming institution down it. Influencers volition besides person to beryllium much transparent with dropshipping products. For instance, influencers can’t beforehand products that don’t conscionable the European certification requirements arsenic those products shouldn’t beryllium sold successful Europe successful the archetypal place.
When influencers judge a paid promotion, they volition person to authorities intelligibly that it’s a paid promotion. If they neglect to conscionable these requirements they volition look up to six months successful situation and a good of €300,000. So it’s wide that influencers and media agencies volition wage attraction to these caller restrictions.