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During a December 2023 survey fielded in France – therefore, after the introduction of a new influencer law in June that year, almost half of consumers completely agreed that the law had a positive impact on the influencer world in the country. Meanwhile, **** percent of creators and advertisers completely disagreed.

French recipe for influencer marketing

Before June 2023, the anti-fraud regulation body in France, the DGCCRF, was monitoring whether influencer content was hidden or advertising forbidden goods. The penalty in France for those deeds extended to obliging influencers to put a black banner on their feed announcing their wrongdoing publicly and leaving it there for ** days. After some more recent scandals with TV celebrities and high-profiled social media figures, Frace voted a new Influencer Act to better regulate its 460-million-euro influencer market.

Extra caution and a handful of transparency

Since the June 9, 2023 , French influencers need to be extra careful when doing their job. Not only can they get severely fined – up to *** thousand euros – but also sentenced to three years in prison. Social media figures and brand ambassadors in France are obliged to mention their commercial collaborations, declare their gifts sent by brands for tax purposes and mention image retouching or the usage of artificial intelligence. With the power of the new act both French consumers and creators hope that influencer scams would be banned more efficiently for the sake of a more ethical influencer marketing.