K&L Gates LLP covers a myriad of IT and internet issues, from GDRP compliance to contract negotiation. The firm is notable for its expertise in IP and data protection matters, as well as, increasingly, AI, NFT and blockchain issues. The practice is led by Claude-Etienne Armingaud, who is dual-qualified in France and the US, and is consequently well placed to handle multi-jurisdictional transactions.

Practice head(s): Claude-Etienne Armingaud

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It has been some time already since the EU Digital Services Act (Regulation 2022/2065, DSA) was published, and since then, the discussions about Very Large Online Platforms (VLOPs) and Very Large Online Search Engines (VLOSEs) have dominated the media coverage (see initial press release of European Commission here and coverage about VLOPs/VLOSEs petitions against categorization as VLOPs/VLOSEs here and here). 

Smaller online service providers tend to forget that they may also face some new obligations under the DSA from 17 February 2024 onwards, but would be well advised to comply to avoid significant sanctions (e.g., fines of up to 6% of the global annual turnover or periodic penalty payments up to 5% of the global average daily turnover). 

The following paragraphs provide a brief summary of the most relevant content of the DSA and will help online service providers to understand:

  • If and to what extent the DSA applies to them;
  • What specific obligations exist; and
  • What sanctions may be applied in case of breach.
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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.

On 27 October 2022, the Digital Services Act (DSA) was published in the EU Official Journal as Regulation (EU) 2022/2065, with the aim to fully harmonize the rules on the safety of online services and the dissemination of illegal content online. The Digital Services Act will require online intermediaries to amend their terms of service, to better handle complaints, and to increase their transparency, especially with respect to advertising.

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Read the full text.

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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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On 29 June 2022,  Decree n° 2022-946 (the “Decree”) supplemented the regulatory framework resulting from the Ordinance n° 2021-1247 of 29 September 2021 on the legal warranty of conformity for goods, digital content and digital services (the “Ordinance”). Stakeholders have under 1 October 2022 to implement the following measures, aiming at protecting consumers of digital goods.

1. General information about the Ordinance

Implementing two 2019 European directives on certain aspects of contracts for the supply of digital content and digital services and contracts for the sale of goods (respectively Directives (EU) 2019/770 and 2019/771 dated 20 May 2019), the Ordinance aimed to foster the safety of consumers when purchasing both physical and digital goods and, to a lesser extent, to reduce the environmental impact of digital goods.

This Ordinance amended the French Consumer Code in depth, notably by expanding the legal warranty of conformity, which now covers digital products and services but is also applicable to both B2C as well as B2B contracts, when the latter are executed between professionals and non-professionals (i.e. legal entities acting outside of their direct professional activities).

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K&L Gates LLP has strong expertise in innovative systems, combining strength in technology, data protection and IP. Notably undertaking innovative and complex work, the team has advised on encryption and security software for Enigma Software/Cyclonis and secure GPS services for ICaune. Developing a focus on connected transport matters, the firm advises some of the biggest names in this growing area. Claude-Etienne Armingaud is the head of  the practice.

Practice head(s): Claude-Etienne Armingaud

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The California Consumer Privacy Act of 2018 (CCPA) stands to radically change the way organisations throughout the United States, and even the world, handle personal data. Coming into force on 1 January 2020, CCPA has motivated other U.S. states such as Washington and Texas to move toward having their own privacy laws. Increasingly, pressure is building in Washington, DC, to advance federal privacy legislation, both on the domestic and international scene. In addition to Japan obtaining a GDPR-adequacy recognition (followed soon by Korea and India), Brazil has adopted its General Data Protection Act (GDPA) which is heavily inspired by the EU GDPR and will come into force in August 2020. In this session, hear about the new laws and legislative initiatives, how they will change the way you do business internationally and how to get prepared.

Along with Delphine Charlot, CIPP/E, Senior Counsel, Privacy and Data Protection, Mastercard

Global Manufacturing and Industrialisation Summit, Abu Dhabi