In appearance, everything separates them: their ages, their outfits, their backgrounds, their activities... However, Bruno Le Maire did not have words kind enough towards influencers during a morning of debate organized by their new union, the UMICC (Union des métiers de l'influence et des créateurs de contenus). The discussions focused on the law governing the practices of influencers promulgated before the summer. "In my opinion, you are an economic force that now counts in France, alongside other more traditional sectors such as aeronautics, automotive, luxury ... You are a major economic force of our country, "insisted several times the Minister of Economy in front of more than 300 entrepreneurs of social networks.
Bruno Le Maire has parried the mockery that influencers are sometimes subjected to, believing that they practice a "real job". "I saw it by looking at the work of Squeezie (the most followed French-language content creator, editor's note) and others: it takes a lot of work, a lot of preparation, a lot of professionalism," he said.
This ode to the sector of influence and content creation was also peppered with numbers. For example, the minister recalled the "considerable" number of influencers in France – 150,000 according to him – and the "billions of views, millions of euros in turnover, thousands of jobs" they generate through their activities. The number 2 of the government even let himself go to a little joke about his personal future by ensuring that he did not rule out becoming an influencer himself "in the years to come".
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"Influence will not be the Wild West"
Judging by the laughter and applause, the seduction operation worked pretty well. Because it must be said that the Minister of Economy and Finance had very uplifted professionals in front of him. The so-called "influencers" law that must regulate the activities of the sector is perceived with a very bad eye by the first concerned. In particular, they regret that certain provisions stigmatize their profession.
In an exchange that followed his speech, Bruno Le Maire committed to the creation of a "permanent working group", where representatives of Internet content creators and state administrations will sit, so that the decrees implementing the law are as consistent as possible with the aspirations of the sector. The UMICC welcomed this news.
After having long cajoled the influencers, the Minister of the Economy did not fail to remind them of their responsibilities. "When you are a major economic sector of the nation, that you represent hundreds of thousands of jobs and hundreds of millions of euros in turnover, it obviously calls for regulation. That's what we wanted to do (with this law)," he professed. "Regulation is first and foremost a protection. It is to assure you that the influence will not be the Wild West, "he launched to his audience, believing that "this law is a recognition for (their) work".