Last year, the INFLUENCE Act was unanimously passed by the Senate. Hence, from June 2023, the influencer industry is better regulated, no longer allowing for the dangerous excesses that some of them indulge in. As confirmed by PS/Nupes deputy Arthur Delaporte, “The Law of the Jungle is Over”.
Once the law was passed, barriers fell. In fact, the DGCCRF (Directorate General of Competition, Consumerism and Suppression of Fraud) did not waste a second to track down influencers who were not on the right track. Henceforth, placing products for sports betting, dietary supplements or aesthetic medicine is prohibited. When an influencer promotes a product, he or she can risk its integrity or face up to two years in prison and a fine of 300,000 euros.
For several days, some influencers have demonstrated a change without being noticed: when they place products, they speak in English in their stories on social networks such as Instagram, TikTok or Snapchat. The idea, of course, would be to broaden their audience, but, perhaps, to escape French legal restrictions. If the creators of this content intend to slip through the cracks of the DGCCRF, it will not be so easy…
French Inquisition, French Law
Influencers like Jazz Correia and Soukaina have recently decided to switch to English in their stories to launch their products. According to reality TV candidate Maïssane, this is not without reason. Indeed, if the audience of these content creators is international, they do not have to obey the law. In this sense, they can do without referring to commercial cooperation.
Therefore, a change will be strategic. But fooling DGCCRF is not that easy. Our colleagues raised questions from us Geek JournalFrench authorities confirm that this is not an effective method of escape.
A simple audience survey allows you to accurately determine the influencer's audience. DGCCRF can quickly get an idea of the real audience of these content creators, mainly French, who recently decided to switch to English. The DGCCRF is very clear: from the moment the audience is French, the influencer is subject to French law. They can speak English, Italian or any other language or live in a country other than France, but they must comply with the DGCCRF. That's it.
- Influencers now speak English when publishing their products on social networks
- This will allow them to expand their audience and escape the DGCCRF
- But the rules are clear: if the main audience is French, these influencers are subject to French law
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