Magali Berdah in turn launches a federation of influencers “to better train them”
Magali Berdah, herself at the heart of accusations, says it wants to improve the safety of influencer activity. This Tuesday on Tech&Co, a BFMTV programthe popess of influencers, patroness of the important agency Shauna Events, announced that he wanted to “prevent abuses and (…) better train influencers”. For this, it reveals to create a federation of influencers and content creators (FICC).
According to her, “very often (influencers) know neither the law nor the consumer code and only follow training from the ARPP (Professional Advertising Regulatory Authority) which only lasts two or three hours” . Under the statute of association law 1901, this federation could already interest “80 people”, affirms Magali Berdah. It thus wishes to encourage dialogue with the authorities.
As part of the PS parliamentary niche, a text to fight against irregular practices and scams by influencers on social networks was debated in February. A foretaste of the transpartisan law, carried by the deputies Arthur Delaporte (PS) and Stéphane Vojetta (Renaissance), which must be voted at the end of March for frame the excesses of this environment. A month later to have received at Bercy representatives of this booming sector – there are approximately 150,000 influencers to date in France –, the government announced in January the opening of a public consultation.
Another collective has already been created
A statement that comes as several influencer marketing agencies announced in January the creation of the Union of Professions of Influence and Content Creators (Umicc), the first professional federation in the sector. Bringing together influential agencies or content creators and content creators themselves, the Umicc aims, according to its president Carine Fernandez – founder of the agency Point d’Orgue – to “pull this sector towards the high “.
Its creation comes as these companies and the personalities they represent are questioned by the Ministry of the Economy and the repression of fraud (DGCCRF), due to controversies triggered by a handful of stars in the field.
The Umicc will constitute “a unique channel for discussion with the public authorities”, develops the federation in a press release. Its mission will be to “represent the sector to the public”, to “propose the necessary changes and reforms so that the sector of influence benefits from an environment adapted to its development” and “to educate creators content to help them know their rights and duties”.
For months, Shauna Events, the agency of Magali Berdah, is lambasted for having with her armada of social media starlets promote shoddy products, selling for many times their real prices. Dubious practices denounced by the rapper Booba who used his notoriety to attack, on Twitter, those he renamed “influencers”. The rapper even filed a complaint, leading the opening of an investigation for misleading commercial practices.