In September 2021, ARRP, the professional advertising regulator, published a tutorial on: The excesses of influencers’ product placements. This is why 43% of influencers lie about their content by not stating that they are sponsored posts.
Today, these bad behaviors are especially Investigation into the practices of Magali Berdah’s Shauna Events company. The Grasse prosecutor’s office has launched an investigation for deceptive business practices.
Responsible impact certification for greater transparency
Shortly after the publication of the ARPP study, “Responsible Influence Certificate”. This official document,promoting ethical influencer marketing and responsible, respectful to the public”, indicates the institution.
at least you should 75% correct answer to get the certificate. Currently, only 170 influencers hold this precious sesame. The vast majority of them are lifestyle and travel influencers. According to ARPP data, one in five influencers failed the test.
Also read: Bitcoin – French authorities go to war against influencers promoting cryptocurrency
Certificate changes to include environment
in 2022, ARPP aims to strengthen the certification by adding a module on sustainable developmentthe goal is to raise awareness about the latest IPCC report and ban influencers”any representation of behavior contrary to the protection of the environment”. “We can no longer see influencers showing McDonald’s orders by private jet or 3-day trips to Tahiti”, ARPP’s deputy director reassures Mohamed Mansouri.
However, keep in mind that the certificate is not simply a badge affixed to an Instagram account. ARPP monitors compliance with commitments made by certified influencers. Posts from certified influencers are reviewed two days a week to ensure their good behavior. In case of irregularity, the first warning is sent and in case of repetition, the certificate can be suspended or withdrawn.
Source : BFM-TV
