The Influence Act: how has 18h08 adapted?

One year after the entry into force of the Influence Actthe influencer marketing landscape has undergone significant changes, pushing agencies and influencers to adopt more transparent and ethical practices. At 18h08, an influencer marketing agency based in Paris, we have not only adapted our strategies to comply with this new legislation, but have also taken initiatives to redefine effectiveness through innovative campaigns. This article takes a close look at how 18h08 has integrated the guidelines of the Influence Act into its operations, while continuing to deliver impactful campaigns.

The Influence Act: One Year Later

Background to the Loi Influence
The Loi Influence was born out of the need to regulate an exploding sector. With the rise of social networks like Instagram, TikTok, and YouTube, brands are increasingly investing in influencer marketing to reach their target audiences in an authentic and engaging way. However, this rapid growth has also raised concerns about transparency and ethics, including the difficulty for consumers to distinguish between personal opinions and sponsored content.

Main provisions of the Act
The Influence Act imposes strict rules on how sponsored content must be presented to the public. Influencers, as well as brands, must clearly indicate when their posts are the result of a paid partnership, using hashtags such as #pub, #sponsored, or via explicit mentions. In addition, this legislation stipulates that any commercial relationship between a brand and an influencer must be transparent, to avoid any possible conflict of interest or deception.

Impact on the Influence Marketing Industry
The results of the Influence Act show a clear move towards greater professionalism in the industry. Influencer marketing agencies were among the first to feel the impact of these new rules, as they had to quickly adjust their contracts and practices to comply with the law. Influencers, for their part, have also had to adapt, resulting in increased transparency and, consequently, greater trust on the part of consumers.

Effects on business practices
The increased transparency demanded by the law has forced brands and influencers to be more meticulous in the planning and execution of their collaborations. This has had the effect of reducing dubious practices, such as buying fake subscribers or inauthentic engagement. As consumers are better informed about the commercial links behind the content they consume, they can make more informed choices, boosting their trust in influencer marketing in general.

Reactions and adaptations
Initial reaction to the law was mixed, with some fearing that it would stifle the creativity and authenticity of collaborations. However, a year on, it seems that the Influence Act has actually helped to raise industry standards. Agencies and influencers who have embraced this transparency have seen their reputations improve, while those who have tried to circumvent the law have often been criticized or suffered sanctions.

Influence marketing agency 18h08 and the Influence Act of June 2023

Since the Influence Act came into force in June 2023, designed to provide a framework for influencer marketing practices in France, agencies have had to adapt quickly to comply with the new legal requirements. 18h08, a based influencer marketing agency, has distinguished itself by its ability to effectively integrate these changes while continuing to offer innovative, high-performance services to its customers. 

Training and awareness
One of the first steps taken by 18h08 was to develop a training program for all its employees and influencer partners. The aim was to inform them precisely about the requirements of the law and the best practices for maintaining compliance. These training courses cover the legal aspects as well as the ethical implications, ensuring that all stakeholders understand the importance of transparency in maintaining consumer confidence.

Review of contracts and practices
18h08 has also reviewed all its contracts with influencers to include specific clauses concerning the Influence Act. This update has ensured that agreements between the agency, influencers and brands are fully compliant with the new regulations. In addition, the agency has adopted advanced technological tools to track and verify the compliance of published content, minimizing the risk of non-compliance.

Greater transparency with customers
For 18h08, it is essential that clients understand how the Influence Act affects marketing strategies and expected results. The agency has therefore strengthened its communications and relationships with clients, offering full visibility on the practices adopted and their impact on campaigns. This approach has not only strengthened client relationships, but also positioned 18h08 as a leader in transparency and accountability in the industry.

Ongoing adaptation and innovation

Faced with the need to maintain engagement while complying with the law, 18h08 has innovated by developing campaign formats that value authenticity and real interaction. The agency has encouraged deeper, long-term collaborations between brands and influencers, where transparency becomes an asset to storytelling and audience engagement.
18h08 is committed to regularly evaluating the effectiveness of its adaptations to the Influence Act. The agency uses detailed analyses to measure the impact of its new practices not only on compliance but also on overall campaign performance. This enables 18h08 to proactively adjust its strategies, ensuring that the agency remains at the forefront of influencer marketing innovation.

18h08's future in the post-Loi Influence influencer marketing landscape looks bright. With a renewed commitment to transparency, innovation and accountability, the agency is well positioned to navigate the evolving regulatory framework while offering cutting-edge influencer marketing solutions. By anticipating future challenges and adapting to new opportunities, 18h08 is poised to define industry trends and drive change.