“We are going to give the names”, promised the Minister of the Economy Bruno Le Maire at the beginning of May. A few weeks later, Bercy published this Friday, June 2, on its website, a first wave of influencers pinned for “deceptive commercial practices”. If other surnames will be revealed later - 30 in total - the first personalities to undergo this "name and shame" are: Illan Castronovo, Capucine Anav, Anthony Matéo, Gaetan Debled, Léa Monchicourt or Simon Castaldi.
These influencers will have the obligation to post on their social networks for 30 days posts written by the DCCRF (General Directorate for Competition, Consumption and the Repression of Fraud), and recalling the law. On Wednesday, she had already forced two of them - Simon Castaldi and Illan Castronovo - to publish these messages of this type. Other injunctions could also fall in the coming days. “It is up to the latter (the influencers, editor’s note) like any other company to respect the provisions of the consumer code when they promote products or services. The injunctions addressed to them call them to order and invite their subscribers to be vigilant, ”recalls the Ministry of Economy and Finance.
Among the first six influencers targeted, there are four candidates (or former candidates) of reality TV. Illan Castronovo, 29, was discovered in the first season of the show “Ten Perfect Couples” in 2017 on NT1 (now TFX). Simon Castaldi, 23, son of presenter Benjamin Castaldi, appeared for the first time on television in 2021 in the program "The princes and princesses of love" on W9. Capucine Anav, 32, made a name for herself in "Secret Story" on TF1 in 2012 and was a columnist on Cyril Hanouna's show "Touche pas à mon poste" on C8 between 2016 and 2017. Anthony Matéo, 30 , was discovered in the program "La Belle et ses Princes almost charming" on W9 in 2013. As for Gaetan Debled and Léa Monchicourt, they are a couple of influencers, parents of four children, whose mother took part in the program “Les Mamans” on 6Ter.
The controversy in recent months between rapper Booba and Magali Berdah, the boss of the Shauna Event agency, as well as the fight led by several collectives had brought to the fore the excesses of certain influencers. Between financial scams, counterfeit promotions, “dropshipping” sites, disguised advertisements or parcels never delivered… A collective legal action had for example been launched at the end of January by dozens of people believing that they had been scammed by investing in financial products touted by the couple Marc and Nadé Blata, exiled in Dubai.
This practice of "name and shame" is a way for the Ministry of the Economy to begin to apply the text of the law regulating the sector of influence, which was definitively adopted Thursday by parliament. "The recent publication of administrative sanctions taken against influencers is an opportunity to recall the powers of the DGCCRF in terms of communicating the identity of sanctioned companies", specifies in particular the Ministry of the Economy and Finance.
From now on, the status of influencer is defined in the law and the “direct or indirect promotion of acts, processes, techniques and methods for aesthetic purposes” is prohibited, indicates the law. The same goes for advertisements highlighting cigarettes, electronic cigarettes, or even Puffs, fashionable among young people... Offers of digital tokens, digital assets or services on digital assets are also prohibited, unless they come from platforms approved by the financial authorities.