Après de nombreux mois de discussions et de travaux avec les acteurs importants gravitant autour du monde de l’influence, plusieurs propositions pour cadrer l’activité d’influence commerciale vont finalement être portées par une nouvelle loi devant l’Assemblée Nationale.
Un cadre complet de régulation des influenceurs, une première en Europe
Entouré des députés Stéphane Vojetta (Renaissance) et de Arthur Delaporte (socialiste), Bruno Le Maire (ministre de l’Économie et des Finances) porte un texte de loi qui a pour objectif de ne plus laisser aucune dérive, aucun abus et aucune arnaque aller jusqu’aux internautes.
Et pour s’en assurer, voici certaines des propositions :
- La création d’une définition juridique de l’activité d’influence commerciale, de l’influenceur et des agences d’influenceurs.
- L’obligation d’un contrat écrit passé entre les marques, les agences et les influenceurs. Le format de celui-ci reste pour le moment libre et à définir entre les parties prenantes.
- La désignation des influenceurs comme responsable d’un contenu qu’ils créent et postent grâce à la création d’un arsenal législatif.
- L’encadrement de la promotion de certains produits ou services. Tout comme pour les médias, certains produits seront soumis à l’ajout de mentions légales, d’autres seront autorisés sous conditions et certains seront totalement bannis comme la promotion de la chirurgie esthétique à travers l’influence commerciale.
- L’indication de la modification de l’apparence corporelle au moyen de filtres, de traitements par logiciels de retouches.
- La réglementation autour des revenus générés par les mineurs via l’influence commerciale. Les personnes de moins de 16 ans devront obtenir un agrément auprès des services de l’État et 90% des sommes perçues issues de l’influence commerciale devront être consignées jusqu’à leur majorité.
- Le renforcement des dispositifs de signalements des arnaques. Associations, plateformes numériques et brigade de l’influence devront agir pour la protection des internautes en permettant la dénonciation, le signalement de contenus problématiques et la sanction des influenceurs ne respectant pas les règles.
Une régulation qui complète la protection de cette nouvelle profession et celle de son public
Si l’Assemblée Nationale devra se prononcer fin mars-début avril 2023 sur ces propositions de loi visant à réguler le monde de l’influence, rappelons qu’il s’agit d’un pas de plus vers une communication plus encadrée pour la rendre plus responsable.
Avec un marché du marketing d’influence pèserait 16.4 milliards de dollars en 2022, soit 20 fois plus qu’en 2015 d’après Hubspot et plus de 150 000 citoyens en France à être considérés comme des influenceurs ou créateurs de contenus, il est temps de considérer toute sa puissance et à la fois son pouvoir d’action pour agir positivement et en accord avec les enjeux de société.
Texte de loi et premiers effets sur le monde de l’influence à suivre donc…
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