Social media users have undoubtedly noticed that more and more French influencers are starting to speak in English in Instagram or TikTok stories. A behavior which may seem banal but which, as our colleagues from France Info reveal, could be the result of a carefully considered strategy. And no, it’s not to look cool.
On social networks, many users are used to following members of their entourage, public figures but also influencers. Around 150,000 of them carry out content creation as a main or secondary activity, according to data shared by the Ministry of the Economy in June 2023 in its guide to good conduct for influencers and content creators.
A document which brings together all of the “rights and duties” to which the latter are subjected when addressing a French audience. If this text in no way prohibits French influencers from addressing their community in English, it is perhaps the reason why more and more of them are communicating in the language of Shakespeare to their subscribers. Contrary to what you might think, speaking in English in your story Instagram Or TikTok is not a way to appear cool in the eyes of your community.
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An attempt to circumvent the law?
Behind this innocuous behavior, there may be a carefully considered content creation strategy, as revealed by our colleagues at France Info. With the regulation of the profession of content creator in June 2023, the rules to which influencers are subject have been strengthened, including the ban on certain product placements such as sports betting, food supplements or even aesthetic medicine. .
Added to this is criminal liability for drop-shipping influencers: a guarantee for them to ensure the integrity of the products they promote. In the event of a breach, content creators in France face two years of imprisonment and a fine of 300,000 euros. La General Directorate for Competition, Consumption and Fraud Repression (DGCCRF) also provides for a ban on practicing in the event of a repeat offense. For several days, some French influencers have started speaking English in their stories Instagram Or TikTokas is particularly the case with Sarah Fraisou, Soukaina or Jazz.
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Should we see this as a strategy put in place by content creators to circumvent legislation or a desire to reach a wider audience? Difficult to be sure. In any case, any such attempt seems pointless. Regardless of the language in which a content creator expresses himself, he is subject to French law as long as his audience is French.specifies DGCCRF. It is therefore sufficient for the ministerial leadership to carry out an audience study to apply French law.
A journalist passionate about social issues and current affairs, Hugo puts his pen at the service of information. Interested in all themes, from the impact of artificial intelligence on…