According to a survey conducted by the French Competition, Consumer Affairs and Fraud Prevention Directorate (DGCCRF), 60% of the influencers targeted by the survey since 2021 have failed to comply with rules on advertising and consumer rights[1]. In recent years, numerous scandals have exposed influencers’ misleading commercial practices (dropshipping, promotion of non-existent, counterfeit, or dangerous products etc.) aimed at a mainly underage audience[2]. Hence, the need for a Parliamentary intervention.
On June 9th, France enacted a new law which aims to "regulate commercial influence and fight against abuses by influencers on social media"[3]. France appears to be one of the first countries in the European Union (EU) to establish a comprehensive framework and clear rules for the commercial influencer industry.
This law has one compass: to protect consumers. This protection is based on four cardinal points: clarifying (1), framing (2), rending accountable (3) and educating (4).