Influence marketing
ethics charter

The influence marketing ethics charter is a collective initiative that aims to ensure proper management of influence campaigns and increased transparency to consumers.
This charter was drafted by an ad hoc committee representing the sector's different stakeholders: agencies, Brands, influencers, lawyers, researchers, etc.

This charter is public and open to all, and we invite as many people as possible to join us by signing this charter!

I hereby sign the charter


The youth of the influencer marketing sector coupled with its very rapid growth poses many legal and ethical issues for Actors.

The aim of this charter is therefore to equip influencers with tools allowing them to distill transparent and objective information and to have the means enabling them to evolve with legal certainty, on the one hand, and consumers with information allowing them to foster trust in influence campaigns, on the other hand.

The charter does not claim to be binding, but simply to lay the foundations for the principles of objectivity and transparency that are necessary to the positive development of the influence sector.

A charter based on 4 fundamental values

This influencer marketing ethics charter aims to bring together all market players around 4 strong and common values. We believe that a viable ecosystem implies efforts from Agencies, Brands and Influencers.





1. Respect for employees

In any collaboration and whatever the sector of activity in question, people are an essential element that must be placed at the center of it. This is why the diversity, tolerance and recognition of each employee are human values ​​that all stakeholders, namely brands, agencies and influencers are committed to respecting. Through this agreement, the latter thus guarantee that all their rights are respected, regardless of their origin, race, sex, culture, age, religion or even their political or union opinions. Also, for the sake of honesty, reliability and respect for each employee, the brands undertake to hold a discourse that is at the same time fluid, transparent and respectful towards the various actors of an influence campaign. that is to say towards influencers, agencies and / or other brands. Agencies, for their part, are committed to simplifying exchanges between influencers and brands.

It is also essential that all the players show a real team spirit, being attentive and benevolent to each other. Why ? In order to create a real team synergy, each working hand in hand, although the industry may be different, to achieve a common goal: to design and carry out an influence campaign that is ethical. Benevolence is also a key element of trust that has lasted for 5 within the agency WOÔ, and this is why we are aware of the importance of putting a point of honor on its essential dimension in all relationships. commercial. Without trust between stakeholders, lasting relationships cannot be built.

2. Respect for established collaborative rules

Respect also requires mutual consideration of the rules previously established between the different stakeholders in the collaboration: brands, agencies and influencers.

Through this charter, the brands thus commit to respecting the deadlines set upstream, by complying with the schedule of the previously established brief: these deadlines concern, for example, the planning of the influence campaign or the publication deadline of content required from influencers (which must be reasonable, ideally 7 days from receipt of products by them).

For their part, the agencies undertake to implement all the necessary means to comply with the back-planning established with the brands, which should be flexible according to possible unforeseen events.

Likewise, Influencers undertake to respect the content publication deadline, agreed upstream between the various actors of the influence campaign.

Rigorous application of the guidelines is also necessary for the smooth running of campaigns, the commitment of these three stakeholders through compliance with collaborative rules.

This is why agencies must take into account the respective targets and communities of influencers, who constitute their preferred audience. We believe it is important to emphasize this point, particularly in the context of collaborations on so-called “sensitive” subjects. Concretely, how does this rule translate to the other players in an influence campaign? The agency will have to give access to the brand with which it collaborates to the details of the influencer community, and to issue opinions (positive or negative) on the latter. Thus, the brand will be able to make a selection of influencers with whom it wishes to work in full knowledge of the facts.

In the specific case of a campaign promoting an alcoholic drink, the agency undertakes in particular to conscientiously analyze the composition of the community of each of the selected influencers, both for the cast and for the campaign. In fact, in a permanent concern for the protection of minors, the agency must ensure that the selected audience will be made up of more than 60% of adults.

On the other hand, the agency is committed to providing a detailed brief to influencers, consisting of guidelines, which they will be able to appropriate. Through these guidelines, we therefore make it a point of honor that influencers, engaged in an influence campaign involving alcoholic beverages or involving minors, respect the ethical rules relating to their participation.

Thus, the agencies undertake through this charter to follow the evolution of bills and other legal provisions with regard to the involvement of minors in influence campaigns, and to strictly comply with them once voted. In other words, they are part of a process of legal and ethical compliance.

3. Respect for the product resulting from the collaboration: the contents

As part of an influencer campaign, a lot of content is created, whether by influencers or by agencies. They are then seen as products of collaboration between campaign stakeholders, which is why they should be respected by those who hold them. Thus, as part of the process of creating this content, brands are committed at several levels:

  • to maintain the visual identity of the content (namely visual and editorial creativity), provided that the previously established brief is also respected by the agency;
  • to use this content in no way other than what has already been planned by the various stakeholders (concerning media, countries or durations not mentioned in the contract between these parties in particular);
  • obtain a prior agreement from influencers when any media coverage concerning their content is considered, but also when the latter is used in a different way than that provided for in the previously established influencer brief;
  • to facilitate the return of products intended for the influencer in the event that they do not would suit him. In this case, the brand will bear the cost of the return;
  • to respect the confidentiality of the proposals made on the influence campaign, thus including the various strategies attached to it. In this sense, the brand refrains from any use of information relating to the influencing campaigns in question that has not been authorized in advance.

4. Respect for good practices


On the one hand, influencers undertake not to publish any content likely to infringe the image or the rights of third parties, in particular intellectual property rights, and the personality of all stakeholders in the influence campaign. . Also, influencers also agree not to post any content that could harm others. By signing this charter, they cannot distribute pornographic, obscene, defamatory, abusive, violent, racist, xenophobic or even revisionist content.

On the other hand, the agencies commit themselves not to make any margin when the campaign is carried out within the framework of any charitable cause.

The respect of environment

Through this charter, the signatories undertake to limit their impact on the environment as much as possible by trying to minimize their carbon footprint. How? :

  • By avoiding waste ;
  • By favoring the train over the plane ;
  • By making every effort not to offer trips of less than 72 (sixty-twelve) hours, particularly on long-haul trips.

By signing this charter, all stakeholders are committing to more responsible influence. In addition, all signatories will be able to display the "Ethical influence" label on their platform.