Amidst a sudden increase in paid-for posts that went viral for dubious products and services, France has taken a significant step toward the regulation of influencer communication. The Act no. 2023-451 (Influencers Act), which came into effect on 9 June 2023, aims not only to protect consumers but also to support the influencers, in order to foster the healthy growth of this ecosystem. France is now the first European Union (EU) country to implement a thorough framework regulating commercial influence.

Background information

Digital influencers have changed the way companies can promote their products and services, from beauty and fashion to technology, notably by blurring the lines between commercial advertising and genuine consumer reviews.

Between 8 to 31 January 2023, the French Ministry of the Economy conducted a public consultation on the influencer ecosystem, to evaluate of the contemplated regulation, which received an overwhelming support from the panels.

Key provisions beating on influencers

General ban on certain communications

The following communications are explicitly banned from any influencer communication:

  • Cosmetic surgery and procedures;
  • Alternative therapeutic technics;
  • Nicotine-based products;
  • Non-domestic animal trade.
  • Certain financial services, notably as they pertain to blockchain-based services (e.g. NFT); and
  • Online gambling and betting;

With regard to the latter, the communication remains possible provided that it occurs exclusively on platforms restricted to adults over the age of 18 and subject to the usual specific disclaimer pertaining to the advertising of such services.

Mandatory labeling

The Influencers Act requires influencers to label:

  • Their promoted posts with the mention “advertisement” or “commercial collaboration” in a clear, legible and identifiable manner to avoid falling under misleading commercial practices further to Art. L. 121-3 of the French Consumer Code (“FCC”).

Influencers failing to comply with this obligation face up to 300,000 euros in fines and up to two years of imprisonment (Art. 5 Influencers Act).

  • The pictures (still or moving) they post and which have been
    • edited to enlarge or refine the general appearance or modify the appearance of the model’s face to clearly include the “Retouched images” mention; or
    • generated through artificial intelligence (AI), notably generative AI (gen AI) to clearly include a “Virtual image” disclaimer

Influencers failing to comply with this obligation face up to 4,500 euros in fines and up to one year of imprisonment (Art. 5 Influencers Act).

Drop-shipping

In case of sales of goods through a third party (so-called “drop-shipping” practices), influencers will need to abide by obligations of transparency about the identity of the supplier, pursuant to Art. L. 221-5 of the FCC and will bear the liability relating to the legality and availability of the promoted products.

Content moderation and insurance

Influencers based outside of the European Economic Area or Switzerland but directing their activities to a French audience are required to appoint a legal representative in the EU, as well as to subscribe to a dedicated insurance covering the potential damage resulting from their activities.

Key provisions bearing on platforms used by influencers

Further to the entry into force of the European Regulation no. 2022/2065 on a Single Market for Digital Services (Digital Services Act or DSA) on 25 August 2023, the Influencers A amended the Act no. 2004-575 of 21 June 2004 for trust in the digital economy (Loi pour la Confiance dans l’Économie Numérique or LCEN) increasing the burden on digital platforms, notably for such platforms which allow influencers to conduct their activities.

These platform now have the obligation to promptly remove any illegal content which would be notified through the “trusted flaggers” introduced under Art. 22 DSA.

Key provisions bearing on brands

  • The Influencers Act now mandate a written contract between the influencer and the advertised brands, or their respective representatives. This contract, which must imperatively be subject to French law, must include:
  • The identity of the parties, including their domiciliation for tax purposes;
  • The detailed nature of the influence services;
  • The financial compensation or any equivalent advantage resulting from the influence services;
  • As the case may be, any provision pertaining to intellectual property.

With regard to liability on the influence services, a joint and several liability between the brand and influencer has been implemented, rendering the brand de jure liable for any damage caused to third party.

Enforcement of the Influencers Act

Just prior to the summer holidays, the French Ministry of the Economy appointed a team of 15 agents responsible for monitoring social networks and responding to complaints.

In parallel, the French Directorate General for Consumer Affairs, Competition and Fraud Prevention (“DGCCRF”) audited fifty influencers in the first quarter of 2023, resulted in 60% of the audited influencers to be found in breach of the then-current (and pre-Influencers Act) misleading commercial practice framework.

These findings led to eighteen injunctions to cease illicit practices and sixteen criminal reports. In the following context, in July, the DGCCRF published a code of conduct for influencers and content creators in July, explaining their duties and obligations in accessible language.

Whether you are a brand considering hiring the services of influencers or an influencer yourself, the K&L Gates Luxury Product & Fashion team remains at your disposal to assist you in your compliance with the new French framework.

First publication: K&L Gates Fashion Law Watch Blog in collaboration with Camille Scarparo.

K&L Gates ranked “Recommended” with Claude-Etienne Armingaud.

Source: Leaders League

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Following the positions expressed by the Austrian, German and French Supervisory Authorities (see our previous Alert), the Italian Supervisory Authority (Garante per la Protezione dei Dati Personali, Garante-) published on 9 June 2022 a specific measure, according to which website analytics solutions used to measure online audience (Analytics Service Solutions) infringe on the EU General Data Protection Regulation no. 2016/679 (GDPRexternal source) when such use implies a transfer of personal data to a third country without an adequate level of personal data protection, such as the United States. Generally speaking, the Garante, aligned its position on the matter with its counterparts.

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Over the past decade, influence marketing has changed the way advertising is handled by companies. Influencers have entered the marketing world by leveraging massive followings on social media platforms, and brands have recognized the value of the new category of advertising professionals.

Even though the use of influencers has become a mainstay of advertising, French legislation has yet to meet this evolution, resulting in an often opaque legal framework.

The broad spread-out provisions applicable to influencers also generate difficulties in understanding influencers legal status, in particular when they are underage. This notably raises the question whether influencers are employees of the brands they advertise for—and therefore subject to labor law—or if they should be considered independent contractors, with their relationship with brands subject to commercial legislation.

Such opaque legal framework raises questions about the applicable regime, as well as the legal status of influencers. Even though there is no specific regime for influencers, recent legislation was adopted in order to protect children influencers (see our alert here).

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Through its Act no.2020-1266 dated 19 October 2020 (the Act), the French legislator elected to regulate the commercial exploitation of the images of children aged 16 and under on online platforms (Kidfluencers).

Despite the potentially lucrative consequences of these emerging practices, Kidfluencers operated in a legal vacuum which could have resulted in parents exploiting their children, without the latter reaping any financial benefits or regaining any control of their images upon coming of age.

First and foremost, the Act extends the existing legal framework of child models, under Article L7124-1 of the French Labor Code (FLC). As such, Kidfluencers will require a written authorization from the French Administration prior to being engaged or broadcasted, inter alia:

  • By any entertainment provider, regardless of the medium or broadcast type;
  • In order to perform “modeling activities,” broadly defined under Article L7123-2 FLC as presenting oneself, directly or indirectly through the reproduction of one’s image, either through photographs or video, notably by presenting a product, service of commercial message;
  • By eSport competition organizers; and
  • By “Employer whose activities consist in creating audiovisual recording whose main subject is a child aged 16 or under, for the purpose of for-profit broadcasting on an online video sharing platform”.

The latter category was notably introduced to characterize the parents or legal guardians of the influencers as the “employer” of the Kidfluencer. As they may not be as aware of the legal undertakings as the other providers and organizers mentioned, the Administration will provide them with specific information relating to the Kidfluencers’ rights and the risks associated with exhibiting their image online.

Moreover, a portion of the revenue gained by Kidfluencers would be placed in escrow on a French public bank account until their majority.

Secondly, in situation when the broadcast would not be performed for profit, the Act introduces additional protective measures for Kidfluencers: instead of a prior authorization, a simple declaration of the activity will be required, when the published content exceeds certain thresholds in terms of (i) duration or individual items; or (ii) direct or indirect revenues. Such thresholds will be addressed in a supplemental decree to be adopted shortly.

Failing to obtain the authorization or to proceed with the notification would entitle the Administration to seize a court in order to take down the related content.

Finally, the Act also implements a collaborative framework for the online video sharing platforms, and enjoin them to publish dedicated policies to aiming at

  • Informing users of the applicable Kidfluencers’ regulatory framework;
  • Informing Kidfluencers directly of the consequences on their private life of the broadcasting of their image, of the legal and psychological consequences and of the means they have to protect their rights and dignity;
  • Encouraging users to report any content involving Kidfluencers that could affect their dignity, psychological or physical integrity;
  • Preventing the processing of personal data relating to minors for commercial purposes, such as targeted advertisement, further to the broadcasting a Kidfluencers video;
  • Detecting situations where the recording or broadcasting of Kidfluencers’ videos could impact their dignity, psychological or physical integrity; and
  • Helping Kidfluencers to easily exercise their right to be forgotten on the video-sharing platforms.

While a welcomed step to protect children online, sometimes from their own families, the Act will need to be completed with regard to the thresholds triggering its applicability. In addition, by mainly addressing online video sharing platforms, the Act could have benefited from a more homogenous framework for online platform allowing the sharing of both still and moving pictures. Indeed, while still images could be included in the modeling provision, it remains to be seen how extensively it will be enforced.

Amidst the current discussions surrounding the Digital Services Act at the European level, this France-specific framework creates yet another undertaking for online platforms to implement additional measures to support public policies. And by encouraging users to report any content involving Kidfluencers that could affect their dignity, psychological or physical integrity, the Act could generate extra-territorial consequences, forcing the platforms to deploy such reporting mechanism at a global scale.

K&L Gates IP/IT team in Paris remains available to assist you in assessing the changes triggered by this Act. Please get in touch if you would like to discuss the steps that your organization might want to consider to prepare now for this new Kidfluencer framework.

First publication: K&L Gates Fashion Law Watch

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Of the difficulty to frame photograph as a protected work and its consequences on social network.

On December 18, 2012, further to its acquisition by Facebook, Instagram unveiled its new terms of use, to be enforced on January 16, 2013. At the case of the redrafting of the contract tying the social network to it, users stood much-discussed undertaking which allowed the company to monetize its users’ photographs, notably for commercial and advertising purposes. Facing a major uproar from internet users Instagram elected to withdraw this provision and apologized fondly. However, such withdrawal only targeted the cancellation of clear terms of what the terms of use provided from the very beginning: the grant by the users to Instagram of the right to use the photographs uploaded on its platform.

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