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Tuesday, October 3, 2023Market

Where does responsible influence stand?

Où en est l'influence responsable ?

Before the June 9, 2023 law aimed at regulating commercial influence and combating influencer abuses and scams is passed, ARPP has put together a best practice guide for content creators. And to measure the impact of its work, the organization has been conducting a responsible influence barometer for the past three years. Here are the results of the 2022-2023 edition.

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“The strong media resonance given to the dubious practices of a handful of players has urged public authorities and legislators to take up the subject of commercial influence and its regulation,” explains Mohamed Mansouri, Managing Director of ARPP. “ARPP’s member players have been working for nearly 7 years in favor of best practices in transparency and fairness, and implementing tools to help the market structure itself through ethics: a deontological recommendation in 2017, the Observatoire de l’Influence Responsable in 2019 and the eponymous Certificate in 2021. Today, it’s time for analysis: what’s our track record in terms of commercial influence?”

For content published in 2022, ARPP used technological solutions provided by Reech, Traackr and Kolsquare (platforms specializing in content aggregation).
31,004 pieces of content (posted on YouTube, Instagram and TikTok) were analyzed.
The same methodology was applied in 2023. The ongoing analysis includes Instagram, Snapchat and Twitch stories. In the first half of the year, 18,317 pieces of content were verified.

Greater transparency

According to ARPP, influencers are beginning to work more deontologically.
Over 70% of content creators with more than one million followers have mastered the rules of transparency and are not guilty of dubious business practices. “Non-compliance with …

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