Maître Samuel ROCHEFORT

Avocat au barreau de Carpentras

Compétences : Droit de la famille, des personnes et de leur patrimoine, Droit des sociétés, Droit fiscal et droit douanier, Droit immobilier, Droit du travail et social, Droit rural, Droit de la propriété intellectuelle, Droit des associations et des fondations, Droit de la sécurité sociale et de la protection sociale

Barreau : Carpentras

Adresse : 63 Avenue Pierre Sémard 84200 CARPENTRAS

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Publié le 11/08/2023

Publication de la loi « visant à encadrer l'influence commerciale et à lutter contre les dérives des influenceurs »

Article juridique - Droit du numérique et des communications

Par Me Samuel ROCHEFORT

Publication de la loi « visant à encadrer l'influence commerciale et à lutter contre les dérives des influenceurs »

La loi définit et encadre l'activité des influenceurs sur les réseaux sociaux, dont le public est souvent jeune.

Une définition de l'influenceur est créée. Il s'agit des personnes qui contre rémunération ou avantages en nature "mobilisent leur notoriété auprès de leur audience pour communiquer" en ligne "des contenus visant à faire la promotion, directement ou indirectement, de biens, de services ou d’une cause quelconque".

La loi rappelle que les influenceurs doivent respecter le cadre légal sur la publicité et la promotion des biens et des services (loi dite "Evin", code de la consommation, normes sur les produits gras, sucrés et salés ....).

On retiendra que ce texte prohibe les publicités faisant la promotion :

de la chirurgie et la médecine esthétique ;
de certains produits et services financiers (notamment concernant les crypto-monnaies) ;
de l’abstention thérapeutique ;
des sachets de nicotine (dont la vente sur Internet se développe auprès des adolescents) ;
des abonnements à des conseils ou des pronostics sportifs...

La publicité impliquant des animaux sauvages est aussi interdite (sauf collaboration avec des zoos). La publicité des jeux d'argent et de hasard est encadrée afin de protéger les mineurs, de même que la promotion d'inscriptions à des formations professionnelles, notamment via le compte personnel de formation (CPF).

LOI n° 2023-451 du 9 juin 2023 visant à encadrer l'influence commerciale et à lutter contre les dérives des influenceurs sur les réseaux sociaux (1) - Légifrance (legifrance.gouv.fr)