The French government is finalizing the process of a law that aims to bring order to the frenetic and uncontrolled world of influencers. The target? Protect users (especially younger ones) and consumers from manipulation, fraud and scams. What does it predict?
One foot in social media, one in prison
The law, already approved by the National Assembly and Senate, prohibits influencers from promoting two topics in particular: cosmetic surgery and sports betting. Violation of this provision carries the risk of receiving a fine of up to 300.000 euros, up to two years in prison and a sort of "digital Daspo". The ban, essentially, from the possibility of carrying out commercial activities on social media.
The French impulse to be the first to regulate (I have no news of other countries in the world) the influencer phenomenon is bipartisan. It was born from the convergence of two areas: the Renaissance party (Macron's) with the deputy Stephane Vojetta, and the Socialist Party with the deputy Arthur Delaporte. And it is somewhat of a case study.
The influence of influencers
For a couple of years I have been talking to you periodically about the effects that social media is proving to have on the behavior of the masses. With particular accent on the psyche of the youngincreasingly depressed and prey to a sense of inadequacy. To give you an example: in Italy half of the boys only post retouched photos on the net, to adapt to the models it finds on the net. A given that goes up to 90% for English girls. And the rest of the data on the psychological impact of social media in the UK it's not much different.
The new French law, among other things, requires influencers to indicate whether an image has been retouched or created with artificial intelligence. The hope is that this rule will introduce at least a "quota" of real images, which will help prevent people from feeling inadequate in front of perfect and unreal bodies.
More ideas
The promotion ban does not stop at cosmetic surgery, as mentioned. It goes further, touching on topics such as sports betting or financial products. Also the use of wild animals within the posts will constitute the hypothesis of a crime: bears, lion cubs and so on.
I can't tell you yet whether the wording of this law will end up being repressive of freedom of thought. At the moment, as you well know, an influencer is someone who directly or indirectly promotes products, services or causes. And he does it mostly (not just, but mostly) for the money. I find it right that it has responsibilities not unlike those of the brand that spreads misleading advertising. And in fact, the French law also punishes the brand.
Of course, the law also establishes a Department of the Ministry of Economy dedicated to monitoring social media and analyzing reports (15 police officers). The image evokes bad feelings, but we know well that there is already a control, and also extensive (read: to be fought) on social media. This will only be, hopefully, “sectoral”.
“Anti-influencer” law: let's get to the details
All that remains to be done now is to define the final text of the bill. Authorities estimate that there are around 150.000 influencers in France. It must be said: only a minority uses abusive practices or commits scams: among the most striking cases, fake anti-cancer drugs and cosmetics that have caused damage to the hair. Liberté, egalité, non imbroglié.
What do you think, non-French friends? Would you introduce a similar law in your country too?
