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ARTICLE · 07 OCTOBER 2025

Monitoring Influencer Content At Scale Thanks To The Integration Of New AI Methods

Global Advertising Lawyers Alliance (GALA)
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This week, the French Advertising SRO (ARPP - Autorité de Régulation Professionnelle de la Publicité), held an event entitled "2025 Observatory for Responsible Commercial Influence", during which the Observatory's results...

United StatesTechnology
Caroline Bouvier (Bernard – Hertz – Béjot)
Caroline Bouvier (Bernard – Hertz – Béjot)
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This week, the French Advertising SRO (ARPP - Autorité de Régulation Professionnelle de la Publicité), held an event entitled “2025 Observatory for Responsible Commercial Influence”, during which the Observatory's results (for the first half of 2025) were presented (https://www.arpp.org/influence-responsable/observatoire-influence-responsable/#roir2025).

Indeed, since 2019, the ARPP has been working with technology platforms specialized in the influencer marketing business to analyze influencers' posts on several social media platforms and to flag non-compliant content.

In 2025, for the first time, the use of a new artificial intelligence method made it possible to scan 194k posts/content (vs. approximately 60k in 2024 ; the forecast for the full year being 400k) and highlight breaches that were previously undetectable, as this new technique now makes it possible to analyze content (rather than just scanning the textual keywords present in the titles and

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