Italian influencers to be bound by tighter rules

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Italian Influencers Face Stricter Regulations

Italian social media influencers may soon be subject to regulations akin to traditional media outlets, as the Italian Communications Authority (AGCOM) expands its oversight to include influencers with over one million followers.

End of the "Wild West" for Influencers

AGCOM's Chairman, Giacomo Lasorella, declares, "The Wild West of influencers is over," emphasizing that these regulations will initially target prominent influencers, with broader application expected in the future.

Enforcement of Transparency in Collaborations

Influencers with substantial followings will face substantial fines if they fail to transparently disclose brand collaborations or commercial interests in their content. The move aims to bring transparency to promotional activities and protect consumers.

Focus on Child Protection and Adherence to Guidelines

The proposed guidelines also prioritize protecting children from potentially deceptive content. Influencers who fail to properly disclose collaborations or commercial interests, especially when involving minors, may incur fines of up to €250,000.

Stricter Regulations Following Influencer Scandal

The AGCOM decision follows a recent controversy involving top Italian influencer Chiara Ferragni, who was fined for misleading claims related to a Christmas cake promotion. AGCOM Chairman Lasorella denies a direct connection but acknowledges the need for increased accountability.

European Trend: Influencer Regulations

This move aligns with a broader European trend of imposing stricter regulations on influencers. France, in June, passed legislation defining the legal responsibilities of influencers, including the potential for jail time for violating promotion regulations. The European Commission also announced increased scrutiny on influencers' business practices in October, emphasizing the importance of fair commercial practices and transparent information for followers.