Influencers in France could soon face thousands of euros in fines and even jail time depending on the type of content they post online.
The French government is seeking to pass a new law that would require all filtered or edited photos and videos to be labelled as such.
It would also prohibit influencers from promoting cosmetic surgery procedures as part of paid partnerships.
This comes as authorities attempt to 'limit the destructive psychological effects' of regular social media use.
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Of course, many of the filters we use on apps like Instagram, TikTok, and Snapchat make it pretty obvious that they're filters - we don't naturally have cartoon butterflies dotted on our nose and cheeks or appear in black and white like we just walked out of a 1950s film.
But others are a lot more subtle and can completely reshape a user's face to make it looks more conventionally attractive or Insta-ready.
Plus, there's a whole host of of editing and touch-up tools that photos can be run through before they even make it to social media.
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But by not labelling those sneakier filters or admitting to using a little bit of FaceTune on their photographs, influencers could be promoting unattainable and inaccessible beauty ideals that could spark image issues among young people, French politicians fear.
Speaking about the potential new law last week, France's finance minister Bruno Le Marie said there would be a 'zero-tolerance approach' for anyone who breaches these new social media regulations.
The bill, if it is passed, would require influencers in breach of the new rules to pay €30,000 ($32,600, £26,400) in fines or serve up to two years of jail time.
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Plus, influencers found guilty will be banned from using their social media accounts and continuing their careers online.
So there's no room for messing around here.
The bill would extend to all French influencers, as well as influencers who live abroad but make income from French audiences or paid partnerships with products sold in France.
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As well as cosmetic surgery, the potential new law would ban influencers from promoting gambling or cryptocurrency.
Speaking to Franceinfo about the proposed regulations, Le Marie insisted that the government was not in a 'fight' against influencers, but was trying to create a system that would protect both them and their followers.
"Influencers must be subject to the same rules as those that apply to traditional media," he explained, adding that the internet 'is not the Wild West.'
Topics: France, Social Media, World News, Beauty
Ali Condon