Some Want Control Over Social Media Influencers, Others Want To Send More Money

Michael Hedges March 29, 2023 Follow on Twitter

Job markets are always studied. Changes in employment and unemployment are dutifully measured and predicted. Governments, businesses, schools and individuals want to know, preferably early. Reporting the dynamics is big business. But all things economic are dynamic.

From time to time, from trusted academies to absolute quacks, these reports point to occupations that will disappear and those that will surge. For decades this information has resonated with young people seeking to prepare themselves for the job market. Much of recent prognostication has centered around changes in technologies and demographics. Robots were expected to replace mechanics until, literally and figuratively, the wheels fell off. Knowledge-based occupations - from librarians to teachers - are today expected be replaced by artificial intelligence (AI) that sees and knows everything.

Social media influencer is an occupation that developed rapidly in the last decade. Before social media leeched into daily life the role of influencers in brand marketing was well established. Some point to teacup manufacturer Josiah Wedgewood who leveraged an endorsement by British King George III to sell fancy pottery. Others say the first really big name influencer was fashion designer Coco Chanel. Expertise and celebrity could be used to influence purchase behavior. The Happy Advertising People became much happier.

Social media influencers abound in France, the home of Coco Chanel. Today there are over a thousand French fashion social media influencers, joined by food influencers, wine influencers, shoe influencers, football and fitness influencers and on and on. France being a very egalitarian society there are taxi driver and billionaire social media influencers. And don’t to forget the talkshow hosts. France can be very noisy.

It has all become too much for French lawmakers. Eighteen months ago a law came into force intended to protect child models and actors posting for payment. Those under 16 years of age are limited to time spent on social media and bank accounts monitored.

There was more in January from the French Consumer Protection Agency (DGCCRF). Fines and potential prison terms can be imposed for “misleading commercial practices” regarding the promotion of cosmetics, weight-loss products, food supplements, betting and gambling and, of course, sale and trading of cryptocurrencies.

National Assembly is expected to pass a law this week to define "a frame of reference to protect influencers as well as consumers,” said co-sponsor MP Arthur Delaporte to Le Monde (March 28). French influencers and their marketing agents flipped out at the thought of facing regulation. "Our text is not against them, to curb freedom of expression and creativity, simply to protect consumers," said co-sponsor Stéphane Vojetta, quoted by BFMTV (March 29). "But it is also to better supervise the activity, which becomes a profession and therefore also protect influencers who want to do their job well."

None of this dissuaded big advertising and marketing conglomerate WPP from acquiring two social media influencer marketing agents within a week. Goat focuses on “improving customer engagement” for brands like Dell, Tesco, Uber and Natura. New York-based Obviously provides a “next-generation” tech platform to support “complex campaign” for Google, Ford, Ulta Beauty and Amazon, noted Reuters (March 27). Goat will be merged into GroupM and Obviously employees will join WPP subsidiary VMLY&R. The acquisitions will add an “exceptional range of global influencer marketing capabilities and a world-class technology platform that will further strengthen our offer to clients.” said chief executive Mark Read, quoted by The Drum (March 27).

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• Hot Topics - Media in France

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