Yup, works this way in France, and probably in all of Europe.in the UK apparently, it is illegal to promote something without letting people know if you are paid to do it.
What's the most laughable in this whole campaign though is the 3500$ or so maximum global payout: this ensures them quite a lot of viral videos with only a pitiful investment. This is for me what's disgusting about it, because they are buying something that is worth way more than what they are paying for. These kinds of practice are quite shitty, sadly no one reads the fine prints anymore...