More transparency and a clearer regulatory framework: this is the objective of the public consultation launched by the government a regulate the influencer’s activity. Because the cases are numerous and increasingly reported: sales without mentioning partnerships with brands (not always very ethical), posts and videos praising the use of products or the use of illegal medical practices, or even real scams.
Bruno Le Maire appeals to the “particular responsibility” of influencers
The Minister of Economy and Finance asked for the “special liability” of these content creators in a video where he believes these discrepancies are the work of a minority and points out the “cheats” Where is it “forget” of some unscrupulous influencers.
On December 9, 2022, Bercy gathered around the table various actors and actresses of the sector to discuss the need toset up influencer marketing “responsible and transparent”.
A consultation to establish responsible and transparent influence marketing
A public consultation has been opened online which will make it possible to collect ideas and suggestions throughout the month of January. in order to build a guide to good practices : better inform content creators about their rights and duties, improve collaboration between agencies, brands and influencers, establish obligations for platforms to comply with, etc.
Initiatives already exist, most notably the Certificate of Responsible Influence, issued by the Professional Advertising Regulator and already received by 280 content creators whose practices conform to an ethical framework and respect their audiences.
The consultation is expected to lead to a set of measures in March 2023.
The announcement comes as Magali Berdah, creator of the Shauna Events agency under investigation for deceptive business practices and gang-organised fraud, is still targeted by very violent harassment coordinated by rapper Boobawho is waging a ruthless war against the “influencers”.
Photo credit: George Milton via Pexels
Source: Madmoizelle
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
