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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.

TL;DR: TikTok Shop merges discovery and checkout into a single scroll, letting people buy without leaving the app — a powerful channel for the right products, but one that rewards native content and punishes hard-sell advertising. Everything starts on TikTok. What TikTok Shop actually is TikTok Shop turns the app into a storefront: products appear in videos, live streams and a dedicated shop tab, and customers check out without ever leaving the feed. It compresses the old jou

Snap gathered luxury brands in Paris to make a counterintuitive case: the people around you shape a purchase more than the feed does.

Anthropologie's holiday push trades gift-shots for homecomings — an emotional bet backed by a creator series and a last-minute DoorDash delivery play.

Facing cheaper private labels, the tea brand bets on mental-health positioning, a creator-fronted range and a 'Tea, Talk & Selfcare' podcast.

Fenty Beauty tapped creator Lyas and his live 'Watch Party' format to launch a product around Paris Fashion Week — a smart lesson in borrowing a cultural moment you don't own.

Marriott Bonvoy produced campaign assets for 23 destinations in about four weeks using creators — proof that influencer marketing is now a production engine, not just a reach channel.

Lidl keeps milking its viral croissant with a Berlin pop-up travel agency and 600 croissant-shaped neck pillows, fronted by influencer Riton.

Tesco Media, powered by dunnhumby, has unveiled its biggest retail-media overhaul yet, adding a new ad platform, shoppable formats, on-site video, in-store influencer content and a new measurement framework.

Influencer marketing is a $30bn-plus industry — but results vary wildly. Here's what actually drives ROI in 2026: fit over follower count, trust over reach, and measurement over vanity metrics.

The creator economy could approach $480bn by 2027. Athletes, founders and creators have become media companies in their own right — and brands must decide how to work with them.

Swiss outdoor brand Mammut has launched a campaign, running in Germany, that rejects soft wellness cliches — using three creators to argue that cold, altitude and discomfort are the real path to feeling restored.

BNP Paribas and Studio Serendipite have built an anti-fraud entertainment format on Twitch, hosted by Samuel Etienne and produced with Webedia, turning the fight against scammers into a live show.

To promote its French series 'Surveillant!', Disney+ turned the show into a rap track with Naza and Gradur, an influence-led activation by Monks Paris aimed at a young, music-first audience.

Free founder Xavier Niel and creator Sylvqin have opened 'Astel', a free Paris space for content creators — France betting that physical infrastructure, not just platforms, builds a creator economy.

A Webedia Brand Xperiences study finds young French adults flocking to creator-led and offbeat sports formats, splitting their viewing evenly between social media and TV.

Deliveroo and agency heaven have launched the third edition of 'Pepites du Quartier', inviting the public to vote for favourite local restaurants.

Yoghurt brand The Collective has appointed agency Spin to run its social media and influencer marketing after ending its relationship with TSA.

Burger King Germany has ended its social-media partnership with Berlin agency Charles & Charlotte after about 18 months.

France's ad self-regulator ARPP has published its 2026 Responsible Influence Observatory, finding that certified creators are far more transparent — and keep their audiences better.