Julien Tanti, the former reality TV star and current influencer, has come under fire for promoting dubious financial practices on his social media channels. On March 10, 2025, it was announced by the French Directorate General for Competition, Consumer Affairs and Fraud Control (DGCCRF)that Tanti has been condemned for 'deceptive business practices' related to trading on his Instagram and Telegram accounts. With over 8 million followers, Tanti has been well-known for his engaging content, but this latest setback has raised questions about the ethics of influencer marketing.
According to the DGCCRF, Tanti was found to have disseminated misleading advertisements for financial copy trading and gold investment services aimed at unsuspecting consumers. The accusations against him include making false claims about financial gains and misleadingly alleging personal use of the services he promoted, all without disclosing the paid nature of these endorsements.
To address these issues, Tanti has been ordered to pay an unspecified fine as part of his sanction. He is also required to stop the questionable practices and to publish the decision on his Instagram account for thirty days to inform his followers about the ruling. Further, Tanti must create and post a video warning his audience about the risks associated with financial investments. This video was released on the same day, where Tanti candidly states, "The trading, it’s risky… it’s not a game.' He warned his fans against tempting promises of easy wealth, explicitly saying, 'It’s like playing Russian roulette with your money.'
The DGCCRF has made it clear through this case and others like it, they are paying special attention to influencers who promote financial products. This is part of their wider effort since the introduction of new regulations aimed at safeguarding consumers, particularly those who may be uneducated about the risks of financial trading. They highlighted, 'the growth of scams and questionable practices on social media greatly impacts vulnerable audiences.'
Tanti's legal troubles aren't unique; they fit within the larger trend of accountability being enforced upon social media influencers, especially those who aim their promotions at French consumers. Since June 2023, the DGCCRF has had the authority to regulate influencers based outside of France but targeting this market, showing the lengths to which regulators are willing to go to protect consumers.
During the announcement of his sanction, Tanti's lawyer noted the complexity surrounding financial regulations, recognizing the challenges many influencers face as they navigate these changes. "Mistakes may have been made" said the lawyer, emphasizing Tanti’s involvement as a pioneer within the influencer industry. With over 1,000 new laws introduced since 2013, it is no wonder such misguidance can happen. Yet, the need for responsible marketing practices remains ever-critical, especially for those with significant followings like Tanti.
While Tanti has acknowledged his responsibility for these deceptive practices, the episode serves as a stark reminder of the importance of transparency and honesty when promoting any financial services or investments. The impact of his messages can sway public opinion and potentially lead many down risky paths if not accurately presented.
For his part, Tanti seems to be taking this lesson seriously. By actively warning his followers and acknowledging the consequences of his past practices, he is working to re-establish trust with his audience. Still, the question remains: how many others will learn from Tanti's experience, or will they continue to navigate the murky waters of influencer marketing without proper guidance?
The continuing scrutiny surrounding the practices of influencers may very well help bring about necessary changes within the industry. Consumers can expect to see stricter regulations enforced, holding influencers accountable for their promotional content. Tanti's situation serves as both a cautionary tale and an important precedent for future influencers operating within the fertile grounds of social media.