The influencer marketing sector has grown at a rapid pace in just two decades, forcing society to address numerous challenges in terms of transparency, ethics, and regulation. Between government intervention, new laws, and evolving social platforms, influencers must now contend with increasingly strict regulations. This article deciphers the foundations, challenges, and practical implications of this transformation for influencer marketing players and assesses how they can adapt to the rules of tomorrow.
Influencers are now being monitored and regulated like never before. From a role once perceived as marginal, they have moved to the center of the digital economy, sparking political debate, regulatory innovations, and strong societal expectations. In this rapidly changing context, the question of regulating influence is becoming more pressing than ever. Here's an overview of the new realities and prospects for a rapidly evolving sector.
Definition of influence supervision and legal framework for influencers
The concept of influencer regulation refers to the set of rules, laws, and best practices aimed at regulating the activity of influencers on social media and digital platforms. This fundamental movement responds to the need to clarify the status of these now essential players and to address the abuses regularly observed in sensitive areas such as health, finance, and gambling.
Since the law of June 9, 2023, France is a pioneer in this area: an influencer is defined as any person, natural or legal, who uses their notoriety for remuneration to communicate to an audience content promoting, directly or indirectly, goods, services or causes. This legislative framework clearly distinguishes commercial influence from simple personal expression, thus granting professional status to the influencer with new contractual and ethical obligations.
In addition to national regulations, platforms such as Instagram, TikTok, and YouTube have implemented internal policies to combat misleading content, disguised advertising, and any activity that could harm user safety. This framework operates at several levels:
- Legal regulations (national laws, European directives, sectoral regulations)
- Rules imposed by the platforms (reporting, dereferencing, bans)
- Ethical commitments and professional charters drawn up by associations or federations
- Reinforced controls by authorities, such as the DGCCRF, aimed at tracking down undeclared advertising and risky products
This vast system aims in particular to guarantee increased transparency on sponsored content, prohibit the promotion of certain dangerous products (medicines, gambling, sports betting), protect vulnerable groups, and enforce image rights and intellectual property.
To better situate all the stakeholders and obligations, the table below summarizes the main pillars of the influence framework:
| Type of supervision | Examples | Objectives |
|---|---|---|
| Legislative framework | Law of June 9, 2023 (France), Digital Services Act (EU) | Clarify influencer status, prevent abuse |
| Regulation by platforms | Anti-fake news policies, automated moderation | Avoid the dissemination of illegal or dangerous content |
| Professional charters | Responsible Influence Label, transparency code | Encourage ethical and fair practices |
| Control of the authorities | DGCCRF, ARPP | Sanction illegal practices, protect consumers |
From now on, every new web figure must integrate this regulatory dimension into its strategies. To maintain their notoriety and their revenue, many opt for relays likeaffiliation or audience diversification, transforming what could seem to be a regulatory constraint into a real lever for innovation.
Evolution of the influencer sector and current market context
The influencer market is experiencing unprecedented momentum, both in terms of financial volumes and the number of players involved. Between 2021 and 2025, the number of influencers listed on major platforms such as Instagram, TikTok, Twitch, and YouTube in France exceeded 150,000 professional or semi-professional profiles. This sector is worth nearly €1 billion and fuels diverse ecosystems: beauty, automotive, video games, finance, sports, and more.
Among the drivers of this rise, we find:
- Increased technical accessibility: a smartphone and an internet connection are all you need to get started
- The possibility of monetize audience through collaborations, affiliation or even direct sales
- Alignment with growing brand expectations for authenticity and proximity to consumers
- The continued migration from traditional advertising to the content creator economy, particularly to reach Generation Z
This boom has not escaped the notice of legislators or platforms. Since the media coverage of scandals involving disguised advertising and the promotion of dangerous or non-compliant products, the sector has been scrutinized by several stakeholders:
- Governments and regulators (parliamentarians, control agencies, European authorities)
- The platforms (Meta, TikTok, Google, YouTube) which are intensifying moderation and adapting their algorithms
- Associations and collectives (creators' federations, whistleblowers, youth protection NGOs)
- All brands and agencies communication companies seeking responsible collaborations
The recent French law positions France as a pioneer, but the movement is global. Thus, the European Digital Services Act (DSA) imposes, starting in 2024, reinforced transparency and accountability obligations on all platforms that are victims of the influence economy, with penalties to follow.
There are still many sticking points: protection of minors (cf. child influencers), clarification of tax status, supervision of remuneration (see compensation and salary of influencers) and the fight against fake audiences are at the heart of the debates in 2025.
The overview below highlights some key figures and trends in the sector:
| Key figure / Trend | Value / Key Facts |
|---|---|
| Number of active influencers in France | 150,000 |
| Estimated size of the French market | Around 1 billion euros (2025) |
| Share of collaborations with micro-influencers | +45% of the countryside, continuous increase |
| Key sectors of influence | Beauty, fashion, auto, finance, gaming |
| Main concern of brands | Authenticity and transparency of partnerships |
To illustrate this reality, we find concrete cases such as the rise of partnerships around the Valentine's Day or the highlighting of atypical profiles from the nano-influence which shake up the codes of traditional influence.
Market developments are thus forcing influencers to juggle between innovation, adaptation and compliance with an increasingly standardized framework.
Consequences of Coaching for Influencers: Challenges, Opportunities, and Trends
The new regulations are irreversibly transforming the influencer profession. Certain obligations—such as the explicit mention of all sponsored content, the prohibition on promoting certain products, or the duty to provide information on risks—have immediate repercussions on the way we work. However, beyond the stated constraints, the framework also creates real opportunities to elevate the professionalism of influencers and strengthen user trust, a now central value.
Among the notable effects of the new framework, we observe:
- Increased professionalization: campaigns increasingly rely on contracts, specialized agents, and even dedicated influence agencies
- The rise of the transparency, established as a standard: any paid operation or partnership must be clearly identified
- The appearance of lists of officially prohibited or regulated content (e.g., cosmetic surgery, sports betting, non-compliant products)
- A strengthening of collaboration with brands aimed at promoting theauthenticity and avoid any deviation
Despite these advances, the framework also raises concerns among creators:
- Risk of seeing creativity curbed by constraints deemed heavy or unsuitable for certain formats
- Increased administrative obligations (accounting, income identification, declaration of partnerships)
- Threats of heavy sanctions in the event of deviation (fines, delisting, loss of account)
But several influencers who have worked in niches with high vigilance, for example in the automotive world (automotive influence), have managed to take advantage of these changes. By focusing on transparency and dialogue with their community, they have built a lasting relationship of trust, a real asset for ensuring loyalty and growing their audience.
To better understand the concrete impact on the practice of the profession, this table distinguishes the major advantages and disadvantages linked to supervision:
| Benefits | Disadvantages |
|---|---|
| Professionalization of the sector | Increased administrative formalities |
| Better consumer confidence | Risks of sanctions for non-compliance |
| Increased transparency | Reduced room for creativity |
| Alignment with brand requirements | Constant adaptation to a changing framework |
Thus, framing does not mean the end of influence, but rather the opening to a new era based on transparency, authenticity and ethics. Most brands today rely on long-term partnerships with creators aligned with these values, reflecting a strategic transformation of the sector, illustrated by recent examples of collaborations efficient.
Ethics and enhanced obligations then become levers for differentiation. With this in mind, the presence of professional charters and best practice guides, often promoted by networks like ValueYourNetwork, are essential resources for influencers seeking lasting success.
To stay at the forefront of a rapidly changing industry and benefit from the recognized experience of influencer marketing pioneers, it's strategic to rely on a reliable partner. Since 2016, ValueYourNetwork has supported influencers and brands by offering them personalized tools, targeted expertise, and the strength of several hundred successful social media campaigns. To give your collaborations a new dimension and build an authentic community, come discover our offers and contact us.
Your questions about influencing management
Why has influence management become essential in 2025?
Influencer regulation has become essential in 2025 to protect consumers and establish transparency around sponsored content. This regulation responds to the increasing abuses and the need to clarify the status of influencers in the digital economy.
The law of June 9, 2023, requires influencers to report any commercial activity, prohibit the promotion of risky products, and formalize their collaborations. These measures aim to professionalize the sector and ensure public trust.
Influencer regulation imposes rules that can limit certain types of content, but it also encourages innovation around transparency and ethical values. Creativity then refocuses on the authenticity and quality of partnerships.
Micro-influencers benefit from proximity to their audience, promoting authenticity, while macro-influencers have a broader scope but face increased obligations. The regulatory framework adapts to these different scales, as presented on ValueYourNetwork.
Influencers who fail to comply with regulations risk fines, account delisting, or legal action. Platforms may also remove contentious content or suspend the accounts in question.
The legal framework varies across European countries, although the Digital Services Act is gradually harmonizing rules across the EU. National specificities remain, particularly regarding child influencers and sensitive sectors.
To remain attractive, it's crucial to adopt transparent and ethical communication, train in best practices, and collaborate with specialized agencies. Management values dedicated and professional influencers.
Social platforms are actively participating in the regulatory framework by adapting their internal policies, strengthening moderation, and facilitating the reporting of problematic content. They are collaborating with authorities to enforce current standards.
The most affected sectors are health, finance, gambling, beauty, and products aimed at minors. Brands operating in these sectors must follow strict rules for their influencer campaigns.
ValueYourNetwork supports influencers with personalized tools, expert monitoring, and compliance training. The platform also facilitates connections between influencers and brands for transparent and responsible collaborations.