L'attività pubblicitaria dell'influencer nel diritto francese (Loi n. 451 del 9 giugno 2023)

The paper discusses the recent French statute aimed at regulating influence marketing and countering the abuses of influencers on social networks. The new legislation adopts a rather strict approach, abounding in prescriptions, prohibitions, and mandatory rules. While influence marketing is growing all over the world and in search of specific rules, single initiatives by the national legislators, like the French one, seem to be inadequate to face the challenges of a phenomenon having a global character.