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France has approved a law that targets influencers. What does it mean for social media stars?

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France has approved a law that targets influencers. What does it mean for social media stars?

The wording of the new law was approved by French lawmakers across the political spectrum and could mean jail time or stiff fines.

The French Parliament adopted a bipartisan bill on Thursday to regulate social media influencers’ activities in a bid to curb the promotion of dangerous products and trends.

After lawmakers in the National Assembly voted in favour of it on Wednesday, 342 senators from across the political spectrum voted to pass the bill introduced by socialist MP Arthur Delaporte and Stéphane Vojetta, an MP from President Emmanuel Macron’s Renaissance.

“We can be proud of this unprecedented agreement,” said rapporteur Amel Gacquerre, the senator tasked with presenting the bill in the upper chamber.

Speaking after the vote, Olivia Grégoire, Junior Minister for Commerce, hailed the “commitment of the parliamentarians” and “the quality of this work”.

There are an estimated 150,000 influencers in France, but the actions of some of them have put influencer marketing in line with increasing criticism.

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‘Influvoleurs’

Plaintiffs have launched collective actions and a scathing report has been published by the French Fraud Prevention Directorate (DGCCRF).

More surprisingly, the French rapper Booba has been on a digital crusade against those whom he nicknamed “influ-thieves” – “influvoleurs” in French – amplifying the issue through his campaigning on social media.

From the promotion of dangerous products to accusations of fraud, there have been growing calls for the market to be regulated.

Since Wednesday, influencers Illan Castronovo and Simon Castaldi have been ordered to display a message from the DGCCRF on social media warning against some of their content.

Many influencers have a modest audience, but some celebrities with millions of followers can influence consumption behaviors, especially among young people.

“Influencers will continue to operate. The ‘influ-thieves’ will always exist but will know that the law is there to punish them”, Delaporte said.

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The text “will protect consumers, especially the younger ones,” added Vojetta.

What does the law change for influencers?

The text proposes to legally define influencers as “individuals or legal entities who, for a fee, mobilise their notoriety with their audience” to promote goods and services online.

It prohibits the promotion of certain practices – such as cosmetic surgery and therapeutic abstention – and prohibits or heavily regulates the promotion of several medical devices.

It also bans the promotion of products containing nicotine.

It tackles sports betting and gambling: influencers will no longer be able to promote subscriptions to sports forecasts, and the promotion of money games will be limited to platforms that technically restrict access to minors.

The penalties for non-compliance can go up to two years in prison and a fine of €300,000.

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The law also bans staged scenes with animals whose ownership is prohibited.

Promotional images – of cosmetics, for example – must disclose whether they have been retouched or use a filter making them more attractive.

Several senators have emphasised the need to strengthen the resources of regulatory authorities in the future, including those of the DGCCRF and the Financial Markets Authority.

“There are many sheriffs and they must have the means to work properly,” Gacquerre said. This comes after the economy minister, Bruno Le Maire, warned last month that the sector “could not be the Wild West”.

Who else does it affect?

Influencers’ agents will also be regulated. A written contract will be mandatory when the amounts involved exceed a certain threshold. The text also includes measures to hold platforms accountable.

While many successful influencers operate from abroad, such as in Dubai, the text aims to require those operating from outside the European Union, Switzerland, or the European Economic Area to take out civil liability insurance within the EU.

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The stated goal is to create a fund to compensate potential victims. They will also have to designate a legal representative in the EU.

In late March, the Union of Influence Professions and Content Creators (Umicc), which recently began representing agencies in the sector, praised “commendable and essential proposals”.

However, they warned lawmakers about the risk of “discriminating or over-regulating” certain actors.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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