Culinary influencer Alexis Thiebaut, known as “Le Paris d’Alexis”, has been fined 3,500 euros by the General Directorate for the Repression of Fraud (DGCCRF) for deceptive commercial practices. This action follows a law passed a year ago aimed at regulating influencer practices more strictly. The DGCCRF has been actively conducting checks to identify and punish fraudulent activities by content creators.
Thiebaut, who boasts 433,000 followers on Instagram and 135,000 on TikTok, shares recommendations for dining spots in Paris and other locations. However, the DGCCRF found that he had promoted restaurants without disclosing his commercial relationships with them. This lack of transparency misled his followers about the nature of his endorsements.
The DGCCRF's press release highlighted that Thiebaut had engaged in partnerships with various restaurants in 2023 but failed to indicate these were paid promotions. This omission is a violation of the regulations governing influence marketing. As a result, Thiebaut is the first culinary influencer to face such a conviction.
In addition to the fine, Thiebaut must also publish the DGCCRF press release on his social media accounts. This 'name and shame' strategy has been employed by the DGCCRF for a year to expose and deter fraudulent influencer practices. Thiebaut is the fifteenth influencer to be penalized under these regulations.
Previously, other influencers like Illan Castronovo, Julien Bert, Simon Castaldi, and Poupette Kenza have also faced penalties for similar offenses. Thiebaut has agreed to comply with the ruling and has been transparent about his commercial collaborations in his recent posts.
- The new regulations for influencers were introduced to ensure that followers are not misled by undisclosed commercial interests. The DGCCRF's actions serve to maintain trust and transparency in the digital marketing space.
- Thiebaut's case underscores the importance of influencers clearly stating when their content is part of a paid partnership. This transparency allows followers to make informed decisions and maintains the integrity of influencer recommendations.
- The 'name and shame' approach by the DGCCRF is designed to act as a deterrent, encouraging other influencers to adhere to the regulations. By publicly exposing those who violate the rules, the DGCCRF aims to foster a more honest and trustworthy environment in the world of influence marketing.
- As the first culinary influencer to be penalized, Thiebaut's case may set a precedent for others in the industry. It highlights the need for influencers to be vigilant about compliance with advertising regulations to avoid similar penalties.
