This is a first step in regulating the milieu of influence.
At the start of 2023, seven of the country's main influencer marketing agencies - Smile Conseil, Bump, Follow, Point d'Orgue, Reech, Influence4You and Sputnik - are announcing the creation of their professional federation, the Union des métiers influencer and content creators (Umicc).
“This is a great first for our sector, which is becoming more professional.
And a way, for us, to regain control of the story around influence marketing, with public authorities and the general public”
, explains Carine Fernandez, president of the federation and head of Point d’orgue.
Because for many months, the credibility of the entire ecosystem has been tainted by the many controversies surrounding fraudulent product placements and consumer scams.
While these excesses of social media stars are often the work of a handful of agencies with questionable practices and influencers...
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