The many fashion and beauty influencers hiding their partnerships?

PixelCatchers / Getty Images They can be a great part of the income of a large number of influencers and influencers. Paid partnerships are at the heart of the survey published on January 7, by the specialized site Numerama . She reveals that at least 14% of these partnerships would not be officially declared by the principals concerned, after having studied a large sample influencers . However, the law requires that online advertising be presented as such in order to inform Internet users in the most transparent way possible.

This is no less than three weeks of photo or video content published on Instagram or YouTube which have been analyzed by the media. About thirty influencers in the fields of beauty and fashion are represented in this survey, the accounts followed ranging from 209.000 at 5 million subscribers.

In one month, nearly half of the partnerships have not been declared

From 1st to 14 December, Numerama identified 768 partnerships, including 252 Who are not explicitly declared. Among the worst students, we find Chloébbbb (74,74%), Lisa Germaneau (102,74%) . Former host Veronika Loubry (102,74%) completes the podium. It should be noted that since the release of the survey, several partnerships have since been explicitly indicated. If the media was able to identify the “hidden” partnerships, it is because they generally come from advertising campaigns common to several social network personalities. Lingerie brands, Calzedonia and Intimissimi are among the most present companies.In the law of 586 for confidence in the digital economy, it is specified that “any advertising, in any form whatsoever, accessible by an online public communication service, must be able to be clearly identified as such. It must clearly identify the natural or legal person on whose behalf it is carried out”.

Consumer code added in 2004 that the publication is punishable “when it does not indicate its true commercial intention”. The sanction can reach up to 102. euros fine and two years in prison.

Last September, the Professional Advertising Regulatory Authority (ARPP) already revealed that more than a quarter of advertisements did not appear explicitly as such on social networks. If the ARPP has implemented a “certificate of responsible influence”, it only “rewards” influencers morally and legally in the right way. It would therefore be appropriate to punish those who break it. Receive our latest news 1425560 Every day, the selection of main info of the day.