Louise Bernard, edited by Ophelie Artaud
modified to
11:17 a.m., October 31, 2022
In a column published in the Journal du Dimanche, Magali Berdah, head of one of the largest influencer agencies in France, calls for “regulating” the world of influence. If her company has also been accused of using these scams, the high priestess of influence has always refuted these accusations and now calls for “greater clarity” in product placements.
She owns Shauna Events, one of the most powerful influencer agencies in France. Magali Berdah wants to further regulate the middle of influence, which brings together personalities followed by thousands – even millions for some – of people on social networks. A popularity that allows them to advertise or partner with brands: concretely, in exchange for a photo or video with a product, the influencer receives compensation.
Magali Berdah calls for “greater clarity”
And it is precisely these product placements that Magali Berdah wants to regulate more. She calls for “greater clarity” in a column published in the Sunday newspaper. Because some influencers are accused of scams, such as promoting toxic products, counterfeits or sites whose orders never arrive. Sites promoted by influencers are actually marketing platforms. dropshipping : that is to say, who resell more expensive products, often low-end, that they buy at low prices elsewhere.
Scams that have been widely publicized in recent months, including a Further investigation broadcast on France 2 last September, which broke audience records and made a lot of noise. The rapper Booba has also positioned himself as a fervent opponent of these practices. For several months, he has launched a virtual war against Magali Berdah and those he calls “influencers”, and has even filed a complaint for deceptive commercial practices. If Magali Berdah refutes these accusations, an investigation has been opened against her agency.
A forum to clear “influence professionals”?
Officially, for Magali Berdah, this forum is a call to public authorities. She writes: “everyone has a role to play. That of our leaders and our elected officials is to force the world of influence to renounce its dark practices”. She adds: “the subject is regularly in the news. However, regulation is struggling to emerge.” As for his profession, influencer agent: “it is urgent to guarantee that he is now framed.” A way for her to remove some responsibility from influencer agencies and influencers themselves. And to point the finger at websites and public authorities: “Instead of designating agents as responsible, it would be appropriate to denounce fraudulent websites whose economic performance should alert as much as alarm,” she insists.
She even calls “professionals of influence” “victims”. A platform which still gives the impression that the high priestess of influence wishes to restore her image, after the many controversies which have affected her in recent months.