Defining the concept of influencer, prohibiting certain product promotions: the Ministry of the Economy unveiled on Wednesday the results of the consultation launched online with the aim of better regulating this activity at the heart of controversy.
Nearly 19,000 people - stakeholders or ordinary citizens - took part in this consultation conducted from January 9 to 31 on the make.org site, commenting or reacting to twelve measures put forward by the ministry to regulate the sector.
The results show a “
high level of support
” for all the measures, according to the consultation platform.
They express clear priorities for “
strong state intervention
”, with controls and sanctions, a ban on the promotion of certain products, a guide to good practices, etc.
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The conclusions that will be retained will be presented by Minister Bruno Le Maire around mid-March, it was indicated in his cabinet, while that month will be examined in the National Assembly a transpartisan bill in matter.
Accumulating millions of subscribers for some, who have become real stars, influencers distribute content on social networks that can influence the consumption patterns of their subscribers.
“Priority” devices to regulate the sector
In recent months, pressure has mounted in France to regulate this activity often decried for its opacity: remuneration by brands, risks of unfair competition, tax exile or accusations of scams.
In detail, the 12 proposals were broken down into four themes: the rights and obligations of influencers, consumer protection, sector governance and intellectual property.
A majority of respondents (53.5%) thus consider it a “
priority
” to establish a legal definition of the influencer and their agent (57%).
It is also a priority to provide for reinforced legal obligations between the influencer and the brand (66%) on the one hand, in particular in tax matters, and between the latter and his agent on the other (57%).
In terms of consumer protection,
the setting up of a good conduct guide for influencers (76%), the ban on the promotion of certain products and services (85.9%), and
the
example speculative financial products, reinforced obligations for social networks (82%) as well as the obligation to mention retouched visual content (57.6%).
Other popular measures include a stronger role for control and supervisory authorities, as well as a responsible label for influencers.