Bercy continues its “Name and shame” policy. Since May, the Directorate General for Competition, Consumer Affairs and Fraud Prevention (DGCCRF) has regularly published the names of influencers pinned down for their “misleading commercial practices.” In other words, these personalities are accused of being paid by beauty or fashion brands to covertly promote their products in their publications. This Friday, it is the self-entrepreneur Laura Marra, better known to her 250,000 Instagram subscribers under the pseudonym “itslauramarra”, who was warned. After an investigation by the Departmental Directorate for the Protection of Populations (DDPP) of the Alpes-Maritimes, the DGCCRF urged the influencer to “stop these misleading commercial practices”.
“Laura Marra was paid by commercial partners to promote their products or services in her publications (which) did not mention their commercial intention,” she said in a press release. The opportunity for the Ministry of Economy and Finance to recall that any publication under a paid commercial partnership “must make it possible to identify its advertising character and the person on whose behalf it is carried out.” The DDPP therefore asks Laura Marra “to comply with this obligation”.
This practice of “name and shame” is a way for the Ministry of the Economy to implement the text of the law regulating the sector of influence, which was definitively adopted in early June by parliament. From now on, the status of influencer is defined in the law and the “direct or indirect promotion of acts, processes, techniques and methods for aesthetic purposes” is prohibited, indicates the law.
