In a bid to curb the growing influence of social media personalities, the French government is tightening rules on influencers, their agents, advertisers and the platforms distributing their content. The new regulations aim to better protect the public from misleading promotions and boost transparency.
In June 2023, the French government passed Law No. 2023-45. The law set out a specific legal framework for influencers, their agents and other entities in the sector in an effort to regulate influencers’ commercial influence and combat abuses. It also required greater transparency from influencers regarding their advertising relationships and prohibited promotions of certain sensitive topics. This includes a ban on advertising alternative medicines, specific high-risk financial investments and some digital assets.
On 6th November 2024, Order No. 2024-978 was submitted to the Council of Ministers. According to a statement from the French Directorate of Legal and Administrative Information (DILA), published on X, this update to the regulations seeks to further address the “excesses of influencers on social networks”.
The new ordinance expands on the original regulations by tightening restrictions on influencers based within the EU who engage with French audiences. Additionally, it plans to standardise how commercial intent is disclosed, aligning with the European directive against unfair commercial practices. Influencers will also be required to use clear and consistent terms such as “advertising” or “commercial collaboration” when promoting products or services online.
To read the new rules in full, click here.
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