Snapchat Influencer Fined €25,000 for Deceptive Advertising Practices

The French Competition, Consumer Affairs and Fraud Control department (DGCCRF) has issued a €25,000 fine to Soukislem Advertising – FZCO, operating under the Snapchat username “SOUKAINA,” for engaging in deceptive commercial practices. The penalty was ordered by the Paris public prosecutor following an investigation by agents from the Calvados department of the DDPP.

Deceptive Claims and Lack of Transparency

The investigation revealed that the “SOUKAINA” account promoted products without disclosing sponsored content, violating advertising regulations. Specifically, the company falsely advertised exfoliating gloves as having the ability to cure diseases and misrepresented detergent and biocide products as “organic and natural.”

Regulatory Action and Penalties

The DGCCRF’s actions highlight the increasing scrutiny of influencer marketing and the importance of transparency in advertising. The financial penalty serves as a warning to other influencers and companies about the consequences of misleading consumers. The transaction penalty of €25,000 was agreed upon as a settlement.

Growing Concerns Over Influencer Marketing

This case is part of a broader trend of increased oversight of influencer marketing practices in France. Authorities are focusing on ensuring that influencers clearly disclose sponsored content and that product claims are accurate and substantiated. The prefecture emphasizes the need for compliance with advertising standards to protect consumers from deceptive practices.

Further information regarding this case can be found on the French Ministry of Economy website and on the Prefet du Calvados Facebook page. Updates are also available via X (formerly Twitter).