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Drifts of influencers: agencies create a federation to pull the sector “up”


The Union of Influencers and Content Creators (Umicc) wants to represent agencies with one voice and work on the author

The idea emerged during the round tables organized in Bercy, which wants to closely monitor the practices of Internet stars.

Several influencer marketing agencies announced on Wednesday the creation of the Union of Influencers and Content Creators (Umicc), the first professional federation in the sector.

Bringing together influential agencies or content creators and content creators themselves, the Umicc aims, according to its president Carine Fernandez - founder of the agency Point d'Orgue - to "pull this sector towards the high ".

Its creation comes as these companies and the personalities they represent are questioned by the Ministry of the Economy and the repression of fraud (DGCCRF), due to controversies triggered by a handful of stars in the industry.

The Umicc will constitute “a unique channel for discussion with the public authorities”, develops the federation in a press release.

Its mission will be to "represent the sector to the public", to "propose the necessary changes and reforms so that the sector of influence benefits from an environment adapted to its development" and "to educate creators content to help them know their rights and duties”.

A hundred creators already candidates

Participating in ongoing round tables on the sector at the Ministry of the Economy, Umicc agencies are campaigning in particular for the creation of a legal status for content creators, the obligation to sign contracts for services between influencers, agencies and/or brands, and training companies in good online practices.

They are also asking for “more resources” for the DGCCRF, “to be able to carry out checks and act more quickly when they notice shortcomings”, in order to make examples of them, adds Carine Fernandez.

Founded by seven agencies (Smile Conseil, Bump, Follow, Point d'Orgue, Reech, Influence4You and Sputnik), this federation of the influence sector says it already has 30 applications for membership from agencies known to the market, and 100 applications from content creators.

These hundred influencers “correspond to almost 95% of the talents” represented by the founding agencies of Umicc, specifies Carine Fernandez.

Dubai stars and Shauna Events excluded

Candidates for membership of Umicc will have to comply with a charter of good practices and internal regulations, boasting a certain level of “ethics and responsibility”, indicates the president of the federation.

Umicc also intends to launch a “creator label” for influencers who are members of the federation and who already have the responsible influence certificate created by the Professional Advertising Regulatory Authority (ARPP).

Read alsoHidden partnerships, gambling... the ARPP and Instagram campaign against the excesses of influencers

Complementary to the ARPP certificate "which provides information on the legal framework", this label will go "a little further" on ethical issues, and may prohibit, for example, dropshipping, explains Carine Fernandez about this practice. which consists in passing off articles that are worth two to ten times less as good deals.

A label “a sign of strict compliance with legal and ethical rules by companies in the sector” will also exist for agencies.

The president of the federation adds that agencies whose head office is not in France, and content creators whose tax residence is not in Europe, will not be able to join the federation.

A measure that will, in fact, exclude influencers based in Dubai, often at the heart of controversies related to dropshipping, scams and fraudulent product placements.

Some agencies singled out, even based in France, could also be excluded.

“In principle, anyone can express their desire to join Umicc,” recalls Carine Fernandez.

But "in the state, an agency like Shauna Events, given the activities and the problems encountered, would be clearly incompatible with our rules of procedure and our charter", she adds about the company of the "popess of influencers “mainly from reality TV, Magali Berdah.

Thus, the border between agencies of stars established on social networks and stars from reality TV is reinforced, once again.

Source: leparis

All business articles on 2023-01-18

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