Influencers - We are far from transparency - News - UFC -Que Choisir

By fashionlifeshopping 20/10/2022 1136 Views

We are far from transparency

Publié le :04/10/2021 Partager sur FacebookPartager sur Twitter>

Only 41 % of the sponsored content posted by influencers would be clearly identified as being funded by brands.Initiatives are taken to empower the sector, but the situation is still far from acceptable.

Talking about a product or service in a video, in a tweet, on your Instagram account or on your blog is possible.But as soon as there is a counterpart on the part of the brand, the law considers that it is advertising.The influencer is then required to mention it.Except that in fact, this is rarely the case.

According to a study by the Professional Advertising Regulatory Authority (ARPP), 27 % of sponsored content is not reported as such.And that's not all: on 32 % of the content, the mention of partnership, of course, exists, but is far from being understandable by all.This is the case, for example, when the link with the brand is mentioned at the end of the video or post, or by a blurred indication, like a hashtag #AD (for "advertising") or the mention "thank you to[the brand] ".In the end, only 41 % of the content broadcast on YouTube, Instagram and Tiktok would clearly mention that they have been the subject of a counterpart of the brand, whether it is financial remuneration, but also free products, exchange of visibility or an invitation to an event.In this case, the influencer must indicate this link with the brand, either by specifying it at the start of the video, or through a visible and understandable mention such as #partenariat or "sponsored by [brand]",either by using the tools indicating a commercial communication offered by YouTube and Instagram.Any breach is liable in theory of 2 years' imprisonment and € 300,000 fine.

Influenceurs - We are far from transparency - Actualité - UFC-Que Choisir

Faced with this situation, the ARPP, as an advertising regulator on behalf of professionals, has decided to take matters into their own hands by launching a certification that each influencer can pass.Concretely, after registering on the dedicated platform and having paid the sum of € 49, the influencer is invited to consult a series of documents (videos, texts, etc.) using the main ethical principles of advertising as well as the specific rulesIn certain sectors, such as cosmetics, food, health or even gambling.Once this first step has been made, lasting about 2 hours, a quiz with several series of questions allows him to check his knowledge.When he feels ready, he still has to pass the test proper.Twenty questions are then asked.If he responds well to at least 70 % of them, he won the certificate.This will be valid until the implementation of new rules.The influencer also undertakes to apply the rules he will have learned and the ARPP ensures that it will monitor the activity of "certified" and that in the event of a breach, sanctions ranging from simple warning to email towithdrawal of the certificate will be applied.If he fails the test, the influencer will have to wait 1 month to iron him, with new questions.

Interest far from being demonstrated

With this certification, the ARPP hopes to encourage influencers to show more transparency on their paid partnerships and to better understand the rules in terms of advertising.It remains to be seen how ready to spend € 49 to win a sesame whose interest is still far from being demonstrated."We are counting a lot about the fact that brands seek to ensure that the influencers that they appeal master the regulations and that they push them to pass this certification," explains Mohamed Mansouri, the Deputy Director of the ARP.

Given the number of influencers in France, it is not tomorrow the day before that everyone will have it in pocket or that they will undertake the process.What is more, it will not allow us to be sure that the influencer will not advertise for an unscrupulous merchant site, a doubtful product or an overpriced article.