France has one of the strictest regimes in the world: Loi n° 2023-451 of 9 June 2023 on commercial influence. It was amended by Ordonnance n° 2024-978 of 6 November 2024 to bring it in line with EU law. Whether the ordonnance has been ratified is Check in-app.
Labels
- Sponsored content needs "Publicité" or "Collaboration commerciale". Since the 2024 ordonnance, an equivalent wording suited to the format is allowed, and the label must be clear and understandable. The old "visible for the whole duration" requirement was dropped.
- Images where a face or body has been retouched (slimmed, reshaped) need "Image retouchée".
- Faces or bodies generated by AI need "Image virtuelle". Equivalent wording is again allowed after the 2024 ordonnance.
Banned promotions
- cosmetic surgery and aesthetic medical procedures
- nicotine products (including nicotine pouches)
- encouraging people to stop medical treatment ("abstention thérapeutique")
- subscriptions to sports-betting tips
- most wild (non-domestic) animals
- prescription medicines and tobacco, which were already banned
Restricted: alcohol and financial products follow the existing media rules. Gambling promotion must carry "Interdit aux moins de dix-huit ans" (no under-18s). Crypto promotion is limited to authorised providers.
Business rules: written contracts with agents, and with brands above a threshold set by decree Check in-app. Influencers based outside the EU who target France must appoint an EU legal representative and hold civil-liability insurance.
Penalties: up to 2 years in prison and €300,000 for the most serious breaches, plus possible bans from the activity. A dedicated DGCCRF team handles reports.