The rules of the game are changing quickly in digital influence. Since the beginning of 2026, new legal obligations govern collaborations between brands and content creators in France. At the same time, platforms are adjusting their algorithms and formats are evolving. Distinguishing between underlying trends and fads requires understanding what is actually happening, with the law text in hand and data to support it.
Written contract mandatory for influencers: what the 2026 decree changes
Have you ever seen a product placement on social media without any visible advertising mention? Since January 1, 2026, this type of practice is subject to heavy penalties.
A decree from November 28, 2025, which came into effect on January 1, 2026, requires a written contract for any remuneration or benefits in kind totaling over 1,000 euros excluding tax for a single promotional objective between an advertiser and an influencer. Without this compliant contract, the collaboration is simply void.
The absence of a clear mention of the advertising nature is now classified as a misleading commercial practice. The penalties provided by the consumer code can reach up to 2 years of imprisonment and 300,000 euros in fines. These amounts are not theoretical: they correspond to the applicable criminal framework.
For brands as well as for creators, the reflex to adopt is simple. Before publishing sponsored content, three points must be checked:
- A written contract exists and details the nature of the service, the remuneration, and the obligations of each party.
- The advertising mention (for example, “commercial collaboration” or “advertisement”) is visible within the first few seconds of the content, not buried in a description.
- The content does not promote products or services prohibited under the 2023 influence law (cosmetic surgery, sports betting among minors, etc.).
This regulatory framework also applies to campaigns conducted from abroad as long as they target a French audience. Agencies that support influencers have every interest in finding all the information on Influence News to keep track of the evolution of these obligations over the months.
Promotion of training funded by the CPF: specific regulations since April 2026
The professional training sector has long been a fertile ground for dubious product placements on social media. A new text tightens the rules.
Decree No. 2026-233 of March 30, 2026, published in the Official Journal on April 1, specifically regulates any promotion of training funded by public funds (CPF, France Travail, OPCO) conducted via influencers. Mandatory mentions include the identity of the training organization, the activity declaration number, and the advertising nature of the content.
Specifically, a creator recommending a CPF-eligible training in a TikTok video or an Instagram story must display this information in a readable manner. This is not a detail of administrative compliance: it is a condition for the content not to be removed or penalized.
Why this text changes the game for content creators
Before this decree, the boundary between personal recommendation and disguised advertising remained blurred. An influencer could praise the merits of a CPF training without ever specifying that they were paid to do so. The legal ambiguity benefited unscrupulous organizations, not learners.
The text also requires training organizations to verify that the content produced by the influencer complies with these mentions. Responsibility is shared: both the advertiser and the creator are exposed in case of non-compliance.
Digital influence strategy: the formats and platforms that matter in 2026
Beyond the legal framework, practices are evolving rapidly. Two major trends deserve attention.
Live shopping is gaining ground in Europe
Live commerce via social media, already massive in Asia, is gradually establishing itself in the European market. TikTok, Instagram, and YouTube now offer native functionalities for live sales during live broadcasts. The principle: a creator presents a product in a video, and viewers can purchase it without leaving the platform.
This format works because it combines personal recommendation with immediate purchasing action. For brands, the conversion rate observed during these sessions far exceeds that of a standard post.
AI in influencer marketing: profile sorting and fraud detection
Artificial intelligence is not limited to generating content. In influencer marketing, it is primarily used to identify fake followers and artificial engagement. Tools analyze the growth curves of an account, the geographical consistency of its audience, and suspicious spikes in likes.
For an advertiser, these analyses help avoid paying for a fictitious audience. For a legitimate creator, it is a way to prove the real value of their community. AI is becoming a tool for transparency, not just production.
Social networks and minors: the access restriction for those under 15 and its consequences
France is moving towards restricting access to social networks for users under 15 years old. If fully realized, this measure will have a direct impact on influence strategies.
Brands targeting a teenage audience will need to adapt their campaigns. Creators whose audience is predominantly underage will mechanically see their reach reduced on certain platforms. This is already prompting some advertisers to refocus their budgets towards influencers whose community is verifiably adult.
This movement aligns with a broader trend: the growing demand for transparency regarding the actual composition of audiences. Raw metrics (number of followers, total views) are losing weight compared to finer indicators such as authentic engagement rates or verified age brackets.
Digital influence in 2026 is structured around two axes: an increasingly precise legal framework that holds each actor in the chain accountable, and technological tools that make fraud more detectable. Creators who document their practices and comply with transparency obligations are better positioned in the long term than those who still seek to circumvent the rules.