Influencers: €50,000 fine handed down to the company “BYMOUNAMOUR”
On January 13, 2025, the French Ministry of Economy and Finance announced that the company “BYMOUNAMOUR” had been fined €50,000 for failing to comply with the new regulations on influencer marketing.
The fine was imposed by the Directorate General for Competition, Consumer Affairs and Fraud Control (DGCCRF), which found that the company had failed to clearly and prominently disclose the commercial nature of posts made by influencers on its behalf.
Under the new regulations, which came into force in December 2024, influencers are required to clearly and prominently disclose any paid partnerships or collaborations with brands. This must be done in a way that is easily visible to consumers, such as by using the hashtags #ad or #sponsored.
The DGCCRF found that BYMOUNAMOUR had failed to do this in a number of instances, which led to consumers being misled about the nature of the content they were seeing.
The fine is the first of its kind to be imposed under the new regulations and serves as a warning to other influencers and brands that they must comply with the law.
The DGCCRF said in a statement: “This fine sends a clear message that influencers and brands must comply with the new regulations on influencer marketing. Consumers have a right to know when they are being exposed to advertising, and influencers have a responsibility to be transparent about their paid partnerships.”
BYMOUNAMOUR has since said that it has taken steps to ensure that all of its future posts are in compliance with the new regulations.
The new regulations on influencer marketing are part of a wider effort by the French government to protect consumers from misleading advertising. In recent years, there have been a number of high-profile cases of influencers being caught promoting products or services without disclosing their financial ties to the brands involved.
The new regulations are designed to help consumers make informed choices about the products and services they purchase, and to ensure that influencers are held accountable for the content they post.
Influenceurs : amende de 50 000 € prononcée à l’encontre de la société “BYMOUNAMOUR”
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