Influencer Marketing and the Law: Disclosure and Transparency Rules in France

Influencer marketing has become an essential tool in modern advertising strategies. Every day, millions of French consumers interact with promotional content shared by creators on platforms like Instagram, TikTok, YouTube, and Twitch. With this growing influence comes a legal imperative to regulate practices, protect consumers, and ensure transparency in commercial relationships. In France, several legal frameworks apply to influencers, ranging from the ethical guidelines set by the ARPP to advertising laws and tax obligations. This article explores the legal structure that governs influencer marketing in France and the responsibilities it imposes on content creators and brands alike.