Maître Bénédicte VETTIER

Avocat au barreau de Grenoble

Compétences : Droit de la protection des données personnelles, Droit du numérique et des communications

Barreau : Grenoble

Adresse : 5 Rue Félix Poulat 38000 GRENOBLE

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Publié le 23/08/2023

Infopreneur, influenceur ?

Article juridique - Droit du numérique et des communications

Par Me Bénédicte VETTIER

L’infopreneur est-il un influenceur ? Oui c’est possible. Ne vous braquez pas en disant qu’il s’agit de 2 choses différentes, je vous explique.

L’influenceur est une personne ou une entité juridique (une société) qui “mobilise sa notoriété auprès de son audience pour communiquer” en ligne des contenus faisant la promotion d’un bien, d’un service ou d’une cause.

Donc vous la voyez là cette petite campagne de promotion avec liens affiliés que vous faites pour les lancements de vos copains business en partageant des liens en stories ou dans des posts ? Bingo, c’est de l’influence !

Il existe maintenant de nouvelles obligations spécifiques lorsque vous faites de la publicité ou une collaboration commerciale, entre autres :

faire un contrat ECRIT entre l’influenceur et son agent ou directement avec l’annonceur, dès lors qu’un certain seuil de rémunération est atteint (on attend le décret précisant le montant !)
faire figurer la mention “publicité” ou “collaboration commerciale” + “lien affilié” sur vos contenus et tout le temps de la campagne (y compris stories, posts, reels, carousels, etc.). A cet égard les outils proposés par les réseaux pour signaler un partenariat ne sont a priori PAS suffisants, vous devez ajouter en plus ces mentions de façon visible (là encore le décret à venir viendra préciser ces modalités).
si vous utiliser des images retouchées ou créées par IA, vous devez mentionner “image virtuelle” si IA ou “image retouchée”.
si vous êtes à l'étranger et que vous adressez un public français, vous devez avoir un agent dans l’Union Européenne et souscrire à une assurance
Enfin, certains produits ou services sont strictement interdits de promotion : abonnements à des conseils ou pronostics sportifs, traitements thérapeutiques douteux, chirurgie esthétique, nicotine, jeux d’argent…

Les sanctions en cas de non-respect ? Jusqu'à 2 ans d’emprisonnement et 300 000€ d’amende. L’annonceur est en plus solidairement responsable avec l’influenceur. Ca signifie que si l’influenceur fait des bêtises, l’annonceur pourra être puni également : on voit d’ici l’ambiance au prochain apéro entrepreneurs.