The DGCCRF has published its first report on the fight against fraud in the middle of influence marketing. A total of 50 influencers have been checked since the entry into force of the law which imposes transparency in advertising. 30 of them are in violation.
For several months, the government has been trying to bring some regulation to the influence marketing market. Following numerous cases of hidden advertising, the law now requires influencers to declare transparently when they are promoting a product or service. This Wednesday, May 3, the Directorate General for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) thus drew up its first assessment of the situation.
The organization says it has checked 50 influencers to verify their business practices. In all, they are 30 to have committed an offence, by failing to point out the advertising nature of their content or by lacking clarity on the structure at the origin of the advertising. Currently, 60% of influencers checked do not comply with the law. 16 of them will receive a report in the coming days, and 18 a formal notice.
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Many influencers still lack transparency on their sponsored content
Suffice to say that for the moment, the operation is a success, which confirms the DGCCRF in its intention to continue the controls. The latter indicates that its action ” will soon be reinforced by the set of measures provided for in the bill aimed at combating scams and abuses by influencers on social networks, which the National Assembly adopted unanimously. »
For his part, the Minister of the Economy Bruno Le Maire informed France Info that the names of the incriminated influencers will soon be revealed to the general public. The one who has again used the term “Digital Wild West” specifies that it is now time for influencers to show ” loyalty “. There is no doubt that this environment will continue to be eventful in the months to come.
Source: Ministry of the Economy