Temporary unity in the French National Assembly: MEPs on Thursday unanimously approved a text that frames the controversial business practices of influencers on social networks and puts an end to the “law of the jungle”.
At the end of an unusually consensual session at this time of tensions over pension reform, the 49 MEPs present voted unanimously on the first reading.
Partnerships that are not explicitly paid for, tax exile or allegations of fraud, the pressure to regulate the influencer market is growing.
In addition to providing a legal definition of influencers, the text will ban certain practices, primarily the promotion of cosmetic surgery. Violators face up to six months in prison and a fine of 300,000 euros.
The promotion of certain risky investments, especially in the area of digital or cryptocurrencies, is also more strictly regulated.
The promotion of gambling, the cornerstone of some influencers’ businesses, is not strictly prohibited, but they are prohibited from advertising on platforms that do not allow adult videos to be restricted.
The profession of “influencer agent”, which brings them into contact with brands, is also defined and supervised.
The text should also affect influencers who operate from abroad, for example in Dubai. Those who create their content outside of the EU, Switzerland or the European Economic Area are required to take out civil insurance in the EU to compensate potential victims.
The text now has to be examined in the Senate, the upper house of the French parliament.