After many months of discussion between stakeholders in the digital media ecosystem, and after several parliamentary meetings, the Macron Act, known as “Loi Sapin 2”, was enacted in August 2015. Its amendment is designed to broaden the 1993 legislation on the “prevention of corruption and the transparency of economic life and public procedures”. It is partly dedicated to advertising, including digital technology. Initially planned for the end of 2016, the long-awaited application decree was finally published on 11 February 2017 in the Journal Officiel. The law comes into effect on 1 January 2018.

It focuses on an obligation to transparency towards advertisers and describes the reporting arrangements for digital purchases made by agencies or advertising sales divisions. It stipulates three main approaches to transparency: the actual performance of campaigns, the technical quality of the purchase, and brand image protection measures.