Influencer marketing and the ecological transition: ADEME publishes its Responsible Influence Guide
On 8 April 2026, ADEME (the French Agency for Ecological Transition) published its Responsible Influence Guide, a 148-page document that reviews the state of the influencer marketing sector and offers practical tools to make it a lever for the ecological transition. The publication follows on from the Responsible Communication Guide (2022) and the Anti-Greenwashing Guide (2025).
Influencer marketing, or the creator economy
Influencer marketing, also referred to as the creator economy, covers all the economic activity generated by content creators who produce and publish content online on platforms or social networks. It relies on the interplay of three main players: content creators, brands and platforms (mainly Instagram, TikTok, Twitch and YouTube).
Creators’ business model rests on several revenue streams: paid partnerships with brands, affiliate programmes in which remuneration is linked to the sales generated, and advertising revenue redistributed by certain platforms according to audience figures. On this last point, in its opinion published on 18 February, the Autorité de la concurrence (French Competition Authority) highlighted the power of platforms, which unilaterally set the rules for sharing advertising revenue and the conditions governing the visibility of content (on this subject: “Online content creation: the Authority’s Opinion highlights the power of platforms over creators”).
A constantly expanding sector
According to the guide’s figures, influencer marketing is growing rapidly worldwide, rising from USD 1.7 billion in 2015 to USD 24 billion in 2024. In France, investment reached EUR 519 million in 2024 (compared with EUR 323 million in 2022), with a projection of EUR 806 million by 2030.
The phenomenon affects society as a whole. It particularly reaches younger people, however, which guarantees its longevity: for Gen Z (1997-2012), content creators have become major opinion leaders whose influence now exceeds that of traditional media.
A driver of consumption with very real effects
There is nothing virtual about influencer marketing. Its effects on purchasing behaviour are tangible and sometimes spectacular. The cucumber shortage in Iceland, triggered by a Canadian influencer’s viral recipe, illustrates the sector’s ability to drive mass purchasing behaviour within hours, on an international scale.
Behind the anecdote lies a structural reality: influencer marketing relies on a model of continuous consumption that is often disconnected from environmental concerns.
A regulatory framework in place, whose effectiveness has yet to be consolidated
Following a series of scandals (financial scams, promotion of dangerous or counterfeit products, hidden advertising), the Act of 9 June 2023 on commercial influence and combating abuses by influencers was adopted.
France thus became the first country in the world to adopt legislation specifically dedicated to commercial influence. The Act clarified the applicable concepts, defined a legal status for influencers and agencies and laid down a precise framework of responsibilities, backed by significant penalties: up to two years’ imprisonment and a fine of EUR 300,000, with the possibility of having the offending content removed.
In terms of enforcement, the DGCCRF (French consumer protection authority) has, among other things, the power to impose penalties and practises name and shame (publishing the names of those found in breach), a controversial practice but one that has helped make market players more accountable.
In terms of professional regulation, the ARPP (French advertising self-regulatory organisation) and the UMICC (French trade association for influencer marketing and content creators) play distinct and complementary roles: the ARPP acts as the ethical regulator of advertising, while the UMICC helps establish good practice specific to the influencer sector.
Influence and the ecological transition: an alliance to be built
The question raised by the guide lies elsewhere: why not harness this lever? A creator followed by hundreds of thousands, or even millions, of subscribers who genuinely factors climate issues into their choice of partnerships and content represents a force for change that no institutional campaign could match.
These developments have given rise to a renewed conception of influence, built on three pillars: the reliability of the content published, the consistency of partnerships with the values espoused by the creator and the compatibility of messages with the challenges of the ecological transition.
This shift is reflected in new practices that can already be observed. On the creators’ side, some have ended collaborations they considered incompatible with their commitments, such as @chamellow, a committed influencer whose approach is cited as an example in the guide. Others are also choosing to promote more responsible lifestyles in their content: this is the case of @nawalbonnefoy, a former journalist turned vintage fashion influencer, whose “Fast fashion vs second hand” episodes offer alternatives that are both more affordable and of better quality, in order to encourage more sustainable consumption habits. Brands themselves are changing their practices, under the combined pressure of consumers and regulatory developments.
Alongside these traditional players come new entrants: NGOs, associations, public institutions and government bodies now use the tools of influence to spread messages of social significance. The guide notes, however, that the commitment of the platforms themselves remains timid, which is a significant structural limitation.
What the guide proposes in practice
The guide is aimed at all three links in the chain: content creators, influencer agencies and organisations. It offers them a common framework built around three themes: understanding the environmental and social impact of influencer practices, examining the ethical issues relating to transparency and commercial partnerships, and taking action through practical advice on how to change their practices.
1. Clear and verified claims
For influencers and agencies, the guide proposes a structured approach before entering into any collaboration:
Drawing up a profile of the organisation seeking to collaborate in order to identify any obstacles and areas requiring clarification.
Finding out about its social and environmental impact (Open Climat, Clear Fashion) and that of the products or services to be promoted (UFC-Que Choisir, Yuka, 60 Millions de consommateurs).
Understanding the claims to be highlighted before approving any collaboration.
Checking the contractual terms (since 1 January 2026, any contract between an advertiser and an influencer must be in writing where the value of the promotional campaign exceeds EUR 1,000).
Complying with the mandatory disclosures on published content.
For organisations, the point is to find out about the influencers under consideration in advance and to provide them with a brief containing clear and verified information.
2. Combating greenwashing
Three requirements apply to all players:
On data: checking the evidence supporting environmental claims.
On the applicable framework: complying with the conditions governing the use of environmental claims and visuals, both legal (AGEC Act on anti-waste and the circular economy, Climate and Resilience Act) and ethical (the ARPP’s sustainable development recommendations).
On overall consistency: the storytelling must be consistent, but so must the activations, including press trips, competitions and other promotional operations. The guide provides an anti-greenwashing checklist.
3. Taking stock, then committing to and sustaining the approach
The guide invites each player to take stock of its current practices before changing them: for influencers, this means more responsible messaging, more ethical partnerships and consulting experts in the field. This approach must be sustained over time by adopting an ethical charter (such as those drawn up by the UMICC), a roadmap and a clear selection grid for partnerships.
A welcome change of perspective
The guide marks a significant shift in the institutional stance on influence. Rather than confining itself to a purely coercive approach, ADEME has chosen here to recognise the potential of content creators as drivers of the ecological and social transition and to give them the tools to fulfil it.
For professionals in the sector (creators, agencies, brands), this publication comes within a regulatory environment that is now well structured, in which requirements of transparency and accountability continue to grow.
While ADEME’s guide lays essential foundations, putting it into practice often calls for tailored support.
Sources
To go further and anticipate developments in the sector and secure your business for the long term, we put our expertise at your disposal, whether to frame your commercial collaborations, protect your content or enhance your image.