All Marketing knowledge

France already has one of the world's toughest influencer laws, rising transparency enforcement and creator fees up 30% in a year. For brands everywhere, it's a preview of where creator marketing regulation is heading next.

In the UK you almost always need someone's permission before sending them a marketing email or text - unless you can tick every box of the 'soft opt-in' exemption. Marketing to other businesses is lighter-touch, but not a free-for-all. And since 5 February 2026 the ICO can fine breaches up to £17.5 million, so a permission-based list isn't just good manners - it's the law. What counts as direct marketing (and why it matters) Direct marketing is any advertising or promotional