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The French government wants to bring order to the world of social networks and those who do business, sometimes dubious, on them. To this end, it launches a public consultation to avoid scams or hidden advertising.
Is there a need for a code of conduct for “influencers”? The French government thinks so to prevent these new gurus thriving on the Internet from misleading their followers about the products they promote. This is why he announced on Sunday the opening of a public consultation until the end of January.
At the origin of this initiative are the recurring controversies and scandals, which sometimes end up in court and with fines, because the influencers “forget” to declare their relationships with certain brands and sponsors.
One of the most glaring examples is that of reality TV personality, influencer Nabilla Benattia-Vergara, who was fined €20,000 for promoting stock services on Snapchat in 2018 without mentioning being paid for it.
The Ministry of Economy had announced the start of this public consultation on December 9, after a round table with representatives of this booming sector, which for its part supports self-regulation.
“Millions of you consult their opinions and recommendations in the fields of fashion, sport, beauty and travel. That’s why they play a role in our daily lives. This gives them a special responsibility,” said the French Economy Minister , Bruno Le Maire, referring to the 150,000 influencers in France.
“It is evident that the vast majority respects the rules. But there are also certain scams or, sometimes, simply certain oversights. They forget to mention that they have been paid to recommend this or that product, this or that site or this or that trip “, he added in a video posted on the consultation site.
“It is these defects, sometimes these traps, that we want to correct by regulating this sector”, he continued, referring to his desire to implement a “code of good conduct”.
The consultation, accessible until January 31 on concertation-influenceurs.make.org, “will allow all French people who wish to express their opinion on 11 measures divided into four themes,” he said: the rights and obligations of influencers, intellectual property, consumer protection and industry governance.
