Risky financial products, dangerous practices or incitement to unhealthy consumption… The voice of influencers on social networks encounters few barriers, and can create considerable damage.
While the practices of Magali Berdah or Marc Blata have recently made the news, MP Aurélien Taché wants to legislate on the subject.
The ecologist has tabled a bill to "regulate the practices" of the influencer sector on social networks and better "protect consumers".
"There is nothing today to regulate relations between influencers and agents, influencers and brands", affirms the elected representative of Val d'Oise, who deplores "unclear responsibilities" and reports cases of damage caused to residents of his constituency.
Co-signed by deputies from Nupes, his bill provides for the introduction of a new obligation for influencers: explicitly mention the advertising purpose of any content disseminated online that would be “laudatory” in relation to a brand.
A legal framework and written contracts
Online platforms should also put in place a mechanism for reporting content relating to prohibited, aggressive and misleading commercial practices.
It also provides for the definition of a legal framework for the activity of influencer agent and lays down the principle of a written mandate contract between the influencer and the influencer agent.
Aurélien Taché hopes that his bill will be included in a day at the Assembly reserved for the texts of his political group, in 2023. The Minister of the Economy Bruno Le Maire undertook at the end of September to bring together influencers and actors from the sector (advertising, online markets, etc.), in order to “define clearer, stricter rules to protect the consumer”.
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