Social media’s evolution has profoundly changed how companies interact with their audiences. With over 37 million monthly users on Facebook, 14.9 million on TikTok, and 40 million on YouTube in France alone, these platforms are now at the heart of our daily lives. The revelation that 90% of Internet users on these networks subscribe to at least one brand or company page underlines the power of social networks in contemporary marketing strategy. Statistics demonstrate the growing influencers impact in marketing. According to the Digital Marketing Institute, 49% of consumers rely on recommendations from influencers. Moreover, 82% trust reviews shared on social media, using this information to guide their purchasing decisions.
Understanding the new law over influencers impact
This growing dependence on social networks has led to a new era. Influencers, estimated at around 150,000 in France, play a key role in marketing strategies. Influencer marketing has emerged as a technique for collaboration between companies and influencers. The success of influencer marketing strategies depends to a large extent on this captivated audience. Indeed, subscriber plays a crucial role in achieving the brand’s objectives. However, given the abuses perpetrated on these platforms, law no. 2023-451 of June 9, 2023, was introduced to regulate commercial influence and combat the excesses of influencers on social networks. Compliance with transparency and ethical standards remains essential to avoid misleading or abusive advertising.
This legislation aims to regulate marketing practices. Those are often perceived as dangerous and potentially harmful to consumer health. Some influencers have been accused of selling products or services without regard for actual health consequences. They are accused of using fraudulent information, or abusing their influence on an often young and impressionable audience. The law now requires promotional advertising to be identified using hashtags such as #ad, #partenariat, or #sponsorisé, to ensure total transparency. Offenders risk fines of up to 300,000 euros or two years imprisonment. In addition, they have to rectify any information previously circulated about the dangerousness of a product or service.
Significance of Influencer Regulation in Consumer Protection
This regulation aims to provide a framework for a hitherto vague field, born of the expansion of the digital world. It highlights the need to treat the activities of influencers in the same way as any other profession requiring legal supervision. The law was passed unanimously by the French Assembly and Senate. It targets potentially dangerous practices such as gambling, cosmetic surgery, cryptocurrencies, the promotion of cosmetics via filters, and the promotion of unapproved medical devices.
It is crucial to distinguish content creators from malicious influencers while correlating these legal aspects with digital marketing and SEO strategies. This regulation aims to preserve freedom of expression while protecting consumer health and trust. It’s important to strike a balance between influencers impact with their societal responsibility.