It’s been in the making for a while, and now it’s finally happening. For years, those of us working in the luxury market on the French Riviera have been inundated with requests from influencers and their agencies in terms of seeking free luxury villa rentals and everything that comes with it, from private jets to exclusive amenities—not just for themselves, but also often for their partners, friends, and even extended family, often for an extended period.
These requests peak during high season or events like the Cannes Film Festival and the Monaco Grand Prix, typically paired with plenty of promises. I personally know of a few agencies that agreed to such arrangements in the past, only to see disappointing results. Properties were extremely damaged, business didn’t increase, and in some cases, the brand's image suffered.
Through my own experiences with my agency, I’ve had my fair share of challenging encounters with influencers. Some went as far as to send private or suggestive images, hoping it would help secure a deal. And, disturbingly often—about half the time—simply declining a request led to various threats and more demands, even death threats.
So yes, I approach these individuals with caution, though I recognize that not everyone in the industry acts this way.
The situation with influencers in the Côte d’Azur became so extreme that a list of troublesome individuals has always been circulating, warning others about their behavior. Nowadays, it’s rare to see influencers in regional marketing; those who remain seem even more focused on self-promotion than the products they endorse, and frankly, they look worn out at this stage.
I don’t mean to generalize, but when repeated incidents become big time wasters, it’s hard not to be wary. Many agencies are now guarded whenever they receive requests for complimentary use of villas, yachts, or private jets. Too many bridges have been burned, and perhaps a reset is in order. Recently, France has begun cracking down on influencers by introducing new regulations aimed at addressing social media “excesses.”
In an effort to rein in the growing influence of social media personalities, the French government is implementing stricter rules targeting influencers, their agents, advertisers, and the platforms that distribute their content. These regulations are designed to protect the public from misleading promotions and to enhance transparency across the industry. In June 2023, France passed Law No. 2023-45, establishing a clear legal framework to regulate the commercial activities of influencers, their agents, and other industry entities. This law aims to curb abuses within influencer marketing by demanding greater transparency in advertising relationships and banning promotions related to certain sensitive topics. Specifically, influencers are now prohibited from advertising alternative medicines, high-risk financial investments, and certain digital assets.
On November 6, 2024, Order No. 2024-978 was presented to the Council of Ministers. According to a statement from the French Directorate of Legal and Administrative Information (DILA) on X, this new ordinance further addresses "excesses" among social media influencers. It tightens regulations on EU-based influencers targeting French audiences, mandates standardized disclosures for commercial content in line with the European directive against unfair commercial practices, and requires influencers to clearly label promotions with terms like “advertising” or “commercial collaboration.”
Under prior rules, influencers must also hold the legal right to work in France and set up and pay taxes on their business activities.
Around a year ago, several influencers in France made headlines for all the wrong reasons, having faced temporary or permanent social media account bans for failing to comply with these evolving regulations.
Click here to check out the new ordinance.
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