With six months to go before electronic invoicing becomes mandatory on September 1, 2026, the French National Order of Chartered Accountants (CNOEC), alongside the Insign agency, is launching its second national campaign aimed at small business owners and SME leaders. Following an initial awareness phase, the focus is now operational: helping businesses get ready on the ground, without rushing or making risky decisions.

Right now, businesses are at very different stages of readiness. According to the latest OpinionWay survey conducted for the Order of Chartered Accountants, 22% of businesses say they aren't even aware of the reform, while many others are still underestimating its real-world impact.

In this context, chartered accountants—who already support a vast majority of small businesses—plan to step up their educational outreach to benefit the entire business community.

Chartered accountants: A trusted guide in a crowded market

At the heart of this message is the role of the accountant. With a flood of new software and financial service offers out there, the CNOEC wants to emphasize the value of a trusted partner who can guide each business based on their industry, sector, and digital readiness.

« Electronic invoicing is a major structural shift for French businesses. Our job is to help them cut through the noise, avoid rushed decisions, and lean on their accountant to make the right choices for their situation », says Damien Charrier, President of the CNOEC.

Jamy Gourmaud: Making education the key to adoption

To deliver this clear and educational approach, the CNOEC has partnered with Jamy Gourmaud, a well-known French science communicator. Through a series of social media videos, he helps demystify electronic invoicing, making its mechanisms and concrete impacts easy for business owners to understand.

A campaign that cuts through easy promises

For this second phase, the CNOEC and Insign made a strategic decision to bypass the usual hype around electronic invoicing. While many players focus solely on how quick, simple, or high-performing their tools are, this campaign takes a different stance: acknowledging the complexity of the shift without causing panic, and helping business owners make smart decisions.

Designed by Insign, the strategy is built on three strong pillars:

• a bold tone that challenges overly simplistic promises;

• a distinctive message focused on objective, human advice rather than just pushing a product;

• a focused media strategy to drive home a few clear, memorable key messages.
  
  
  

“While everyone else is talking about fast and easy, we chose to focus on reality. Not to scare people, but to prepare them. That objective perspective is what gives this campaign its impact,” says Lionel Cuny, President of Insign.

A high-visibility, multi-channel national rollout

Running from January 26 to March 8, 2026, the campaign features a massive multi-channel rollout: business and general news press, radio and podcasts for entrepreneurs, host-read ads, digital billboard campaigns (DOOH), social media, and targeted TV ads, notably around the French version of Shark Tank ("Qui veut être mon associé?") on M6+.

The campaign's videos and visuals were produced using AI, allowing for highly accessible, engaging, and customizable formats.

With this second rollout, the CNOEC is taking a bold, realistic stance—focusing on clarity over empty promises, and real guidance over quick-fix solutions. Alongside Insign, the National Order is proving its ability to turn a dry, regulatory topic into a clear, actionable message that helps business owners drive long-term business performance.