{"id":19474,"date":"2025-05-28T09:42:27","date_gmt":"2025-05-28T09:42:27","guid":{"rendered":"https:\/\/www.casaneo.io\/?p=19474"},"modified":"2025-07-02T08:25:29","modified_gmt":"2025-07-02T08:25:29","slug":"le-marketing-dinfluence-et-daffiliation-dans-le-viseur-de-leurope","status":"publish","type":"post","link":"https:\/\/www.casaneo.io\/fr\/le-marketing-dinfluence-et-daffiliation-dans-le-viseur-de-leurope\/","title":{"rendered":"Le marketing d\u2019influence et d\u2019affiliation dans le viseur de l\u2019Europe"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">C\u2019est une petite r\u00e9volution qui se pr\u00e9pare dans l\u2019univers du marketing num\u00e9rique\u00a0! Avec le Digital Fairness Act (DFA), l\u2019Union europ\u00e9enne entend mettre de l\u2019ordre dans un \u00e9cosyst\u00e8me souvent flou, o\u00f9 publicit\u00e9 et contenu personnel se confondent un peu trop souvent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influenceurs, affili\u00e9s, marques et plateformes\u2026 Tout le monde est concern\u00e9, et les r\u00e8gles du jeu vont s\u00e9rieusement changer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus sur cette nouvelle l\u00e9gislation.<\/span><\/p>\n<h2><b>Le Digital Fairness Act : de quoi s\u2019agit-il ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Le Digital Fairness Act est une nouvelle proposition de l\u00e9gislation europ\u00e9enne. Elle vise \u00e0 renforcer la <\/span><b>transparence<\/b><span style=\"font-weight: 400;\"> dans le marketing en ligne, notamment en ce qui concerne le <\/span><b>marketing d\u2019influence et d\u2019affiliation<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Concr\u00e8tement, il s\u2019agit de lutter contre les <\/span><b>pratiques commerciales trompeuses<\/b><span style=\"font-weight: 400;\">, comme les publicit\u00e9s d\u00e9guis\u00e9es, les liens d\u2019<a href=\"https:\/\/www.casaneo.io\/fr\/affiliation-marketing\/\">affiliation<\/a> non signal\u00e9s ou les recommandations biais\u00e9es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ce texte s\u2019inscrit dans la continuit\u00e9 du Digital Services Act (DSA) et de la Directive sur les pratiques commerciales d\u00e9loyales. Son objectif\u00a0? <\/span><b>Redonner le pouvoir aux consommateurs<\/b><span style=\"font-weight: 400;\"> et leur permettre de savoir clairement quand ils sont expos\u00e9s \u00e0 du contenu promotionnel.<\/span><\/p>\n<h2><b>Cette loi est-elle n\u00e9cessaire ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La question ne se pose plus. Une \u00e9tude r\u00e9cente r\u00e9alis\u00e9e par la Commission europ\u00e9enne fait froid dans le dos. Effectivement, <\/span><b>97\u00a0%<\/b><span style=\"font-weight: 400;\"> des influenceurs publient du contenu \u00e0 vis\u00e9e commerciale, mais seuls <\/span><b>20\u00a0%<\/b><span style=\"font-weight: 400;\"> l\u2019indiquent syst\u00e9matiquement comme tel.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">R\u00e9sultat : les consommateurs, souvent jeunes et influen\u00e7ables, ne savent plus distinguer une recommandation sinc\u00e8re d\u2019un placement de produit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et au bout de la cha\u00eene, ce manque de clart\u00e9 r\u00e9duit la confiance, nuit \u00e0 la r\u00e9putation des marques\u2026 et <\/span><b>fragilise l\u2019ensemble de l\u2019\u00e9conomie num\u00e9rique<\/b><span style=\"font-weight: 400;\">. Il \u00e9tait donc temps d\u2019agir\u00a0!<\/span><\/p>\n<h2><b>Qui est concern\u00e9 par le DFA ?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Aucune demi-mesure avec ce projet de loi\u00a0! Tous les acteurs du marketing num\u00e9rique sont dans le collimateur.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les <\/span><b>influenceurs et <\/b><span style=\"font-weight: 400;\">les <\/span><b>cr\u00e9ateurs de contenu<\/b><span style=\"font-weight: 400;\"> devront d\u00e9clarer clairement tout partenariat r\u00e9mun\u00e9r\u00e9, lien d\u2019affiliation ou placement de produit.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les <\/span><b>professionnels de l\u2019affiliation<\/b><span style=\"font-weight: 400;\"> devront, eux aussi, jouer la carte de la transparence. Chaque lien d\u2019affiliation devra \u00eatre identifi\u00e9 comme tel.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les <\/span><b>marques<\/b><span style=\"font-weight: 400;\"> et les <\/span><b>annonceurs<\/b><span style=\"font-weight: 400;\"> auront la responsabilit\u00e9 de v\u00e9rifier que leurs partenaires respectent la loi. En cas de manquement, elles pourraient \u00eatre tenues partiellement responsables.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les <\/span><b>plateformes num\u00e9riques<\/b><span style=\"font-weight: 400;\"> (r\u00e9seaux sociaux, blogs et plateformes de vid\u00e9os\u2026) devront fournir des outils pour faciliter la divulgation des contenus sponsoris\u00e9s.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tout manquement pourrait entra\u00eener des sanctions, voire des poursuites judiciaires.<\/span><\/p>\n<h2><b>Les mesures principales du Digital Fairness Act\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Voici les grandes lignes de ce texte encore en pr\u00e9paration, mais qui promet de changer profond\u00e9ment les pratiques du secteur :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Toute promotion pay\u00e9e (m\u00eame indirectement) devra \u00eatre signal\u00e9e de mani\u00e8re explicite et visible. La <\/span><b>divulgation <\/b><span style=\"font-weight: 400;\">est <\/span><b>obligatoire<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les influenceurs, les affili\u00e9s, les marques et les plateformes seront solidairement impliqu\u00e9s dans le respect des r\u00e8gles. La <\/span><b>responsabilit\u00e9<\/b><span style=\"font-weight: 400;\"> est <\/span><b>partag\u00e9e<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le DFA vise \u00e0 limiter les techniques de manipulation, notamment \u00e0 destination des mineurs. Elle met l\u2019accent sur la <\/span><b>protection des consommateurs<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<h2><b>Ce qui va changer dans le secteur\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u00c9videmment, avec le DFA, le <a href=\"https:\/\/www.casaneo.io\/fr\/influence-marketing\/\">marketing d\u2019influence<\/a> et d\u2019affiliation va devoir gagner en maturit\u00e9. Ce qui \u00e9tait encore vu comme une zone grise il y a quelques ann\u00e9es va devenir un champ strictement r\u00e9glement\u00e9.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les cr\u00e9ateurs de contenu devront <\/span><b>professionnaliser<\/b><span style=\"font-weight: 400;\"> leurs pratiques, et les marques mieux <\/span><b>encadrer<\/b><span style=\"font-weight: 400;\"> leurs campagnes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour les plateformes, le d\u00e9fi sera technique. Elles devront d\u00e9velopper des <\/span><b>outils pratiques et intuitifs<\/b><span style=\"font-weight: 400;\"> pour permettre aux utilisateurs de signaler clairement les contenus sponsoris\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais au-del\u00e0 des contraintes, cette loi se pr\u00e9sente aussi comme une opportunit\u00e9. Une communication plus honn\u00eate renforce la confiance des audiences, et donc, in fine, <\/span><b>l\u2019efficacit\u00e9 du marketing<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Un calendrier d\u00e9j\u00e0 en route<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Le texte n\u2019est pas encore adopt\u00e9, mais la machine est en marche. Une consultation publique de 12 semaines a commenc\u00e9 en mai\u00a02025. La proposition l\u00e9gislative est, elle, attendue \u00e0 l\u2019horizon\u00a02026. Les professionnels du secteur ont donc quelques mois pour se pr\u00e9parer \u00e0 cette nouvelle donne, revoir leurs processus, former leurs \u00e9quipes et anticiper les adaptations n\u00e9cessaires.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019\u00e8re du marketing d\u00e9guis\u00e9 touche \u00e0 sa fin, et l\u2019Europe entend bien remettre de l\u2019ordre dans le num\u00e9rique.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u2019est une petite r\u00e9volution qui se pr\u00e9pare dans l\u2019univers du marketing num\u00e9rique\u00a0! Avec le Digital Fairness Act (DFA), l\u2019Union europ\u00e9enne entend mettre de l\u2019ordre dans un \u00e9cosyst\u00e8me souvent flou, o\u00f9 publicit\u00e9 et contenu personnel se confondent un peu trop souvent.\u00a0 Influenceurs, affili\u00e9s, marques et plateformes\u2026 Tout le monde est concern\u00e9, et les r\u00e8gles du jeu [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":19475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-19474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliation-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Affiliation et influence marketing vis\u00e9es par le Digital Fairness Act<\/title>\n<meta name=\"description\" content=\"Le Digital Fairness Act impose plus de transparence dans le marketing d\u2019affiliation et d\u2019influence. 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