France: Influencers Put On Notice

 

It’s been in the making for a while, and now it’s finally happening.

For years, those of us working in the luxury market on the French Riviera have been inundated with requests from influencers and their agencies in terms of seeking free luxury villa rentals and everything that comes with it, from private jets to exclusive amenities—not just for themselves, but often also for their partners, friends, and even extended family, often for an extended period.

These requests peak during high season or events like the Cannes Film Festival and the Monaco Grand Prix, typically paired with plenty of promises. I personally know of a few agencies that agreed to such arrangements in the past, only to see disappointing results. Properties were extremely damaged, business didn’t increase, and in some cases, the brand's image suffered.

Through my own experiences with my agency, I’ve had my fair share of challenging encounters with influencers. Some went as far as to send private or suggestive images, hoping it would help secure a deal. And, disturbingly often—about half the time—simply declining a request led to various threats and more demands, even death threats.

So yes, I approach these individuals with caution, though I recognize that not everyone in the industry acts this way. 

The situation with influencers in the Côte d’Azur became so extreme that a list of troublesome individuals has always been circulating, warning others about their behavior. Nowadays, it’s rare to see influencers in regional marketing; those who remain seem even more focused on self-promotion than the products they endorse, and frankly, they look worn out at this stage.

I don’t mean to generalize, but when repeated incidents become big time wasters, it’s hard not to be wary. Many agencies are now guarded whenever they receive requests for complimentary use of villas, yachts, or private jets. Too many bridges have been burned, and perhaps a reset is in order.

Recently, France has begun cracking down on influencers by introducing new regulations aimed at addressing social media “excesses.”

In an effort to rein in the growing influence of social media personalities, the French government is implementing stricter rules targeting influencers, their agents, advertisers, and the platforms that distribute their content. These regulations are designed to protect the public from misleading promotions and to enhance transparency across the industry.

In June 2023, France passed Law No. 2023-45, establishing a clear legal framework to regulate the commercial activities of influencers, their agents, and other industry entities. This law aims to curb abuses within influencer marketing by demanding greater transparency in advertising relationships and banning promotions related to certain sensitive topics. Specifically, influencers are now prohibited from advertising alternative medicines, high-risk financial investments, and certain digital assets.

On November 6, 2024, Order No. 2024-978 was presented to the Council of Ministers. According to a statement from the French Directorate of Legal and Administrative Information (DILA) on X, this new ordinance further addresses "excesses" among social media influencers. It tightens regulations on EU-based influencers targeting French audiences, mandates standardized disclosures for commercial content in line with the European directive against unfair commercial practices, and requires influencers to clearly label promotions with terms like “advertising” or “commercial collaboration.”

Under prior rules, influencers must also hold the legal right to work in France and set up and pay taxes on their business activities.

Around a year ago, several influencers in France made headlines for all the wrong reasons, having faced temporary or permanent social media account bans for failing to comply with these evolving regulations.

Click here to check out the new ordinance.

Looking to Invest or Move to the French Riviera?

 

Now could be the right time.

Following the recent U.S. Presidential election, financial markets are reacting strongly—U.S. stocks are climbing, Bitcoin is on the rise, and the U.S. dollar is strengthening. For Americans contemplating a move or investment abroad, these shifts could open real opportunities, with more than 200 visa options available to facilitate the transition.

If you’re considering an investment or a new home on the French Riviera, whether as a primary residence or a vacation spot, current currency trends could make this an ideal time to act. A favorable exchange rate offers increased purchasing power, letting you stretch your budget further on a luxurious villa along the coast or an upscale apartment with Mediterranean views.

As a Canadian who has called the Côte d'Azur home for over a decade, and having visited the region yearly since 1990, I’ve witnessed many positive changes here over the years.

At Experience The French Riviera, we’ve been assisting North American clients for nearly 14 years, specializing in supporting U.S.-based clients with their dreams of relocating to or investing in the South of France. From concierge-level services to extensive expertise in international real estate transactions, we’re here to guide you through every step of the process.

With ongoing market volatility, this is a strategic time to consider your options. Reach out to explore how these trends could shape your move to the French Riviera.

We’re here to help turn your vision into reality, leveraging our strong connections and business partnerships with reliable professionals who bring security and confidence to every decision.

Connect with us today!

France's Priciest Real Estate: The French Riviera

Whether looking for a summer holiday villa rental or a property to buy, the number one request we get from clients is they want to be close to the sea.

Realistically, that wish does come with a price, as the allure of the Cote d’Azur for decades continues to hold strong in terms of sales which can also trickle down when it comes to supply and demand with villa rentals, seemingly no matter the economic situation globally.

According to a recent study by the National Federation of Real Estate (FNAIM), the three priciest places to buy property in France are situated along the French Riviera. Coastal resort towns tend to command higher prices than other areas, fueled by strong post-COVID demand and the exceptional quality of housing stock, especially in the South.

In 2024, the top three most expensive cities in France are all charming seaside destinations on the Côte d’Azur: Ramatuelle, with an average price of €16,083 per m²; Saint-Jean-Cap-Ferrat, at €15,819 per m²; and Saint-Tropez, at €14,400 per m². FNAIM’s July report showcases these cities as the most sought-after and valuable locations.

In the broader Top 20 list, Var’s Gassin ranks 12th, with Eze and Villefranche-sur-Mer in the Alpes-Maritimes coming in at 14th. Interestingly, Paris ranks only 15th by average property prices, although prestigious areas like Quai des Orfèvres and Avenue Montaigne still break records, exceeding €20,000 per m².

Outside of Paris, Nice stands as the second most expensive city in France, with prices gradually rising by 1% over the past year. A Seloger study reveals that, for a two-person household, buying power has declined: while they could afford 45m² in January 2022, this has decreased to around 35m² today.

However, Nice’s real estate market remains highly attractive. Prices have reached €5,207 per m², despite a general cooling in the national market. This is supported by a nearly 4% increase in the number of prospective buyers compared to the previous year, many of whom are second-time or first-time buyers from other regions. Among France’s ten largest cities, Nice ranks just behind Paris and ahead of Lyon in property value.

Property prices in resort towns across France are, on average, nearly double those in other areas—€4,514 per m² compared to €2,933 per m². Over the past decade, prices in these coastal regions have risen significantly, with the 2020–2023 period seeing an especially strong boost as demand for space and nature surged due to lockdowns.

The Provence-Alpes-Côte d’Azur (PACA) region leads with the highest average prices among seaside areas, with its 42 towns averaging €5,820 per m². The region’s most affordable towns, all located in Var, include Fréjus, Hyères, and Cogolin, where prices are around €4,500 per m². Between June 1, 2023, and June 1, 2024, PACA was the only region in France where property prices saw a slight increase (+0.3%), while the sharpest declines were noted in Nouvelle-Aquitaine (-6.3%) and Pays de la Loire (-5.9%).

Transaction volume in French coastal towns remains robust, with Cannes and Antibes leading, followed by Agde, Saint-Raphaël, and Fréjus. Cagnes-sur-Mer ranks 9th, with Menton in 11th. Interestingly, Parisians make up 15% of the buyers in these popular seaside destinations.

FNAIM highlights the distinct features of the real estate market in France’s resort towns. These towns typically have smaller permanent populations: four out of five have fewer than 5,000 residents. They also boast a high concentration of second homes, with nearly half (47%) being used as such, compared to only 10% elsewhere in France. Notably, one-third of all second homes in France are located in one of the 520 coastal resort towns.

The study also reveals a higher proportion of retirees in these towns—35%, compared to 22% in non-coastal areas. The average age of buyers in resort towns is 54.7 years, almost ten years older than in other parts of the country, where the average is 45.8. Additionally, the share of foreign buyers in resort towns is slightly lower than the national average, at 6.1% compared to 8.1%. However, a larger proportion of these foreign buyers are non-residents, making up 47% of foreign buyers in resort towns versus 38% in the rest of mainland France.

Resort-town housing also tends to be of higher quality, particularly in energy efficiency. Around 45% of homes in resort areas are rated “A,” “B,” or “C” on the energy performance scale, compared to 35% elsewhere. Meanwhile, only 9% of homes in resort towns are labeled as energy-inefficient (“F” or “G”), lower than the national average of 13%. The PACA region, for instance, has the fewest energy-inefficient homes (4%) compared to areas like Brittany (18%). "Southern French resorts generally achieve better energy performance ratings than those in the North," FNAIM notes.

According to FNAIM, seaside resorts are defined as "coastal municipalities with at least 15% second homes and that either have a beach or are classified as a tourist destination." Under this definition, mainland France has 520 seaside towns, 42 of which are in the Provence-Alpes-Côte d’Azur region.

If you're considering property investment, the French Riviera consistently remains a robust choice.

Paloma au PluriElles in Monaco

It’s not often that you hear of drag cabaret performances taking place in Monte-Carlo, but thankfully, times are changing.

On Thursday, December 19, 2024, at 8 p.m., the Princess Grace Theater in Monaco will host Hugo Bardin, known as Paloma, the winner of *Drag Race France* Season 1 (2022). As of next month, Paloma will bring her show, *Paloma au PluriElles*, to the Monte-Carlo stage.

Born in 1991, Hugo Bardin is a true artistic polymath: an actor, singer, performer, director, and screenwriter. His drag persona, Paloma, is one of the most celebrated in France. Hugo introduced Paloma in 2018, and the character quickly gained attention.

In 2021, Paloma starred in a short film of the same name, written and directed by Bardin himself. The film was showcased at multiple festivals, winning the Audience Award and Grand Prize for Best Original Music at the 2022 Marseille Music and Cinema Festival.

Paloma has toured across France with *Paloma au PluriElles*, a one-woman show where she takes on a variety of characters. Now, for the first time, audiences in Monte-Carlo will get to experience her dynamic performance.

With his versatility and charm, Hugo Bardin has captivated audiences and solidified his place in French culture, hinting that his journey is only beginning.

This is a performance not to be missed—secure your tickets early!