Jurisdiction(s):
United Kingdom

France: influencer marketing law—scope and cross-border reach; mandatory contracts; disclosures and prohibitions; DGCCRF enforcement; minors; dropshipping; EU DSA/AI Act alignment

Published by a LexisNexis TMT expert

Practice notes

This Practice Note is primarily for brands looking to work with influencers on specific social marketing campaigns and advertising promotions aimed at the French public.

Overview of the French regulations applicable to influencers

A new law with international reach

The French regime governing influencers and their public interactions with consumers on behalf of brands and companies (the ‘Influencers Law’) is designed to prevent scams and abusive conduct on social networks. Since its adoption, for the first time, certain influencer activities are either prohibited or strictly controlled. The Influencers Law sets out a comprehensive legal framework for anyone promoting goods or services on their social platforms.

The law applies whenever an influencer targets a French audience, thereby extending its scope to foreign influencers who engage with people in France. Ordonnance No. 2024-978 of 6 November 2024 amended aspects of the Influencers Law to ensure consistency with EU law. Notably, it introduced Article 5-1, which clarifies that Articles 4 and 5 of the Influencers Law do not apply to influencers who fall under the jurisdiction of another EEA Member State. As a result, some provisions of the Influencers Law apply...

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Sacha Bettach

Bird & Bird

Sacha is a senior associate in the tech and comms, media and commercial groups at Bird & Bird’s Paris office. She is an attorney-at-law. She mainly focuses on clients’ commercial practices with regard to consumers, notably in the entertainment and e-commerce sectors. Her practice includes preparing contracts concerning rights to intangible goods and the entertainment sector, as well as preparing terms and conditions for e-commerce services, regulations for contests, gambling and promotions, and advising on aspects of their organisation.She also advises clients on their B2B relationships (distribution, franchise and affiliation contracts), notably in the information technology and media sectors.Sacha has both French and English postgraduate qualifications in commercial and new technologies law and is a member of the Paris Bar Association....

Alexandre Vuchot

Bird & Bird

Alexandre is a partner in our international Commercial group, based in Paris, where he provides our clients with strategic commercial advice.With both French and English qualifications in commercial and corporate law, he has extensive experience of transactional matters. He is able to offer comprehensive advice on all aspects of general business law. He assists on commercial contracts covering distribution, franchise, sales, agency, cooperation and procurement arrangements, acting for suppliers and customers particularly in the retail, tech & comms, life sciences, as well as gaming, entertainment and sport sectors.He regularly advises companies of the gaming and gambling industry on their questions regarding authorization to operate, licensing, advertising, promotion and sponsoring issues.More generally, he has specific expertise in the field of online business-to-consumer (B2C) matters and advise clients on all aspects of trading practices and marketing with a particular focus on...

Web page updated on 21/05/2026

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