Influencer research almost always involves reviewing public social media posts and analyzing them to determine who to include on a high-value target list. This activity is acceptable in most jurisdictions because the influencer's material was made public by them, often with the purpose of attracting brands.
In France, however, this activity may be against the law if the brand in question could be interpreted as “political.”
They included the names of more than 200 people, including journalists, politicians and agricultural and nonprofit leaders categorized by their position on Monsanto. French law tightly regulates the creation of lists and databases of people based on their political views.
Marketers reviewing influencers may want to exclude France from their lists and review the law to ensure they don’t mistakenly get into hot water.
More news about influencers:
- Philip Morris International has suspended the use of influencers to promote its iQOS heated tobacco products after it emerged that an iQOS ambassador was younger than 25