Milla Jasmine Faces Action for Deceptive Marketing Practices
Milla Jasmine, a Dubai-based influencer and former reality TV contestant, has been ordered by the French Fraud Control Agency (DGCCRF) to cease misleading commercial practices across her social media platforms, including Instagram, TikTok, and Snapchat. This directive comes after an investigation by the Paris Departmental Directorate for the Protection of Populations identified deceptive practices linked to her management of the company Gold Mind FZE.
The DGCCRF's findings reveal that Jasmine failed to disclose the advertising nature of her posts, publications, and stories, despite receiving compensation from advertisers. This omission could mislead consumers into believing that her endorsements stemmed from personal experience rather than paid promotions. The agency emphasized that such practices contravene consumer protection laws.
Regulatory Framework and Recent Developments
The administrative injunction issued against Milla Jasmine is part of a broader crackdown on influencer marketing practices in France. In June 2023, the French Parliament enacted regulations aimed at increasing transparency in influencer marketing. The DGCCRF reported that nearly half of the 310 influencers it monitored between 2022 and 2023 were found to be in breach of these regulations. In total, 35 warnings were issued for minor infractions, while more serious violations resulted in 81 compliance injunctions and 35 criminal proceedings.
Implications for Influencers and Consumer Trust
The actions against Milla Jasmine underscore the growing scrutiny of influencer marketing and the importance of transparency in advertising. As social media continues to evolve as a marketing tool, influencers are increasingly held accountable for their promotional content. The DGCCRF's efforts aim to protect consumers from misleading advertising and to ensure that influencers adhere to ethical marketing practices. This case serves as a reminder for influencers to clearly label sponsored content to maintain consumer trust and compliance with legal standards.
