Why pre-moderation?
On most social networks, anyone can post anything. Moderation happens after the fact, often too late: problematic content has already been seen, shared, and has produced its effects. Bulle takes the opposite approach. Every creator is evaluated before they can publish, based on their editorial project, the quality of their existing content, and their compliance with the Code of Ethics.
This model comes at a cost: it is slower, more demanding, and it means declining some applications. But it allows Bulle to guarantee its users that every piece of content they see has been produced by a creator whose project was validated by the editorial committee. This is a commitment of trust.
The principle is simple: on Bulle, the right to publish is earned through the quality of your editorial project, not through follower count or ability to pay.
Selection criteria
The editorial committee evaluates each Bulle Avenir application along several axes:
1. A clear editorial project
The applicant must propose an identifiable theme and value-added content: educational, cultural, informative, creative or entertaining. The committee checks that the project is sustainable and not limited to a one-off publication.
2. Quality of existing content
The committee reviews the applicant's existing publications (Instagram, YouTube, etc.) to assess production quality, consistency and alignment with the proposed project.
3. Compliance with the Code of Ethics
Existing content and the editorial project must be compatible with all rules in the Code of Ethics, including restrictions on sensitive content and suspended topics.
4. No disguised commercial purpose
The Bulle Avenir program is designed for content creators, not merchants. Accounts whose primary objective is promoting or selling products and services are not eligible (see detailed section below).
Reasons for rejection
Applications may be declined for several reasons, all linked to the Code of Ethics and Bulle's editorial principles:
Strictly prohibited topics
- Proselytism and indoctrination: any content aimed at converting, recruiting or exerting spiritual, religious or ideological influence
- Psychological manipulation: guilt-tripping techniques, creating emotional or financial dependency
- Partisan political propaganda: promoting parties, supporting candidates, partisan activism
Suspended topics (pending expert committee)
- Religion and spirituality: spiritual testimonials, religious practice, promotion of spiritual movements (educational, historical or cultural content about religion treated factually and academically remains authorized)
- Alternative medicine: naturopathy, crystal healing, magnetism, reiki, shamanism, quantum medicine and any practice whose effectiveness is not scientifically proven
- Highly controversial societal topics: strongly opinionated or activist content on bioethics, end-of-life, identity issues
These suspensions are not censorship. Shabon is currently assembling an independent expert advisory committee (scientists, doctors, lawyers, media specialists) that will establish clear guidelines. Affected creators will be notified as soon as these guidelines are available and will be able to resubmit their application.
Other reasons for rejection
- Low quality content: rough productions with no editorial effort or consistency
- No editorial project: accounts with no identifiable theme, disparate publications with no common thread
- Violent, hateful or discriminatory content
- Misinformation: repeated dissemination of false information, conspiracy theories
- Disguised commercial promotion: accounts whose real objective is selling (see next section)
The case of commercial accounts
This is one of the most common reasons for rejection, and it deserves a detailed explanation. Many Bulle Avenir applicants are artisans, merchants or service providers who use Instagram as a showcase for their products. Their publications are often high quality, aesthetic and regular. Yet these applications are generally declined.
Why?
The Code of Ethics is explicit: "Do not use Bulle Avenir status for disguised commercial promotion. All promotional activity must go exclusively through the Advertising Service."
An account showcasing its jewelry, clothing, cosmetics or services is engaging in commercial promotion, even without explicitly mentioning prices or purchase links. The intent and effect are the same: encouraging the viewer to buy a product or service. Accepting these accounts into Bulle Avenir would amount to offering them a free advertising channel, bypassing Bulle's Advertising Service.
The nuance: editorial content vs. product showcase
The distinguishing criterion is the editorial value of the content. A jewelry artisan who films crafting tutorials, explains the history of techniques, shares behind-the-scenes workshop footage or breaks down materials is offering educational and cultural content. Their jewelry is visible, but the content has value in its own right, independent of any purchase.
Conversely, an account that primarily showcases finished products from different angles with sales-oriented descriptions is a commercial storefront. The aesthetic quality of the images does not change the nature of the content.
The rule: if a viewer gains value (learning, discovery, entertainment) even without ever buying the product, the content has an editorial purpose. If the content only makes sense in the context of a purchase, it is promotion.
For businesses wanting a presence on Bulle
Businesses, artisans and service providers who wish to promote their products or services on Bulle are invited to use the Advertising Service, designed for promotional content. This service ensures clear identification of advertising content, in line with Duty #8 of the Charter (distinguishing between authentic content and advertising).
