Regulating digital influencers: legal accountability and commercial speech in the age of social media–a French model

This paper offers a comprehensive analysis of French Law No. 2023-451,¹1 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), JORF n°0133 du 10 juin 2023, Texte n° 1. <https://www.legifrance.gouv.fr/jorf/id/JORFTEXT000047663185>. the first integrated European legislation to comprehensively regulate digital influencers. The law fundamentally redefines the influencer’s status, shifting from that of a ‘free-speech content creator’ to a ‘responsible economic actor’ subject to strict legal obligations in areas such as public health, financial services, advertising transparency, and child protection. The legislation mandates a written contract for all commercial collaborations, explicitly prohibits the promotion of certain high-risk activities, including cosmetic surgery and unlicensed digital assets, and establishes criminal liability for serious violations. It also addresses the legal status of non-resident influencers by requiring them to appoint an EU-based legal representative and to hold professional liability insurance covering activities targeting French audiences. More broadly, this law marks a decisive departure from voluntary self-regulation toward a robust legal framework that carefully balances freedom of expression with consumer protection, with particular attention to child influencers. The paper concludes that the French model offers an advanced and forward-looking reference for regulating the ‘influencer economy’ in the digital age.