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Influencer rules have officially changed in Italy —and if you’re a brand, agency, or digital talent with serious reach, you need to pay attention to the AGCOM guidelines on the matter.
On 24 July 2025, the Italian Communications Regulatory Authority (AGCOM) finalized its long-awaited Guidelines and Code of Conduct for Influencers, introducing a new regulatory regime for digital content creators.
This isn’t just another soft-touch framework. These rule align influencers with the same obligations as traditional media.
Influencers Become Media Operators
With the exponential growth of digital content, Italy has become one of the first countries in Europe to officially redefine influencers as media operators with editorial responsibility.
The new framework, developed through Resolution No. 472/24/CONS, was shaped by a technical roundtable and public consultation. The result is a robust Code of Conduct, co-authored with stakeholders from influencer marketing, advertising, and digital platforms.
Who Must Comply?
The new Italy influencer rules apply to “relevant influencers”, defined as individuals who:
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Have at least 500,000 followers on any platform, or
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Reach 1 million monthly views on a single social or video-sharing platform.
These influencers will be included in a public register on AGCOM’s website and monitored for compliance. Core obligations include:
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Clear labelling of sponsored content
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Avoidance of hate speech and misinformation
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Protection of minors
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Verification of sources and respect for copyright
Fines can reach €250,000, increasing to €600,000 for serious breaches—particularly those involving child protection.
Inside the New Code of Conduct
The Code builds on the IAP’s “Digital Chart” and enshrines key principles:
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Transparency: Commercial messages must be clearly distinguishable
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Fairness: Balanced, ethical communication with audiences
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Responsibility: Safeguards for vulnerable users, especially minors
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Professionalism: Influencers are treated like licensed media outlets
This marks a profound shift: influencers can no longer hide behind the informal label of “creators.” They’re now part of a regulated ecosystem, with oversight mechanisms and real accountability.
Why Brands, Agencies and Platforms Must Act Now
If you’re working in influencer marketing, these rules apply to current and future campaigns in Italy. You must:
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Review contracts to reflect editorial responsibility
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Ensure influencers disclose sponsored content clearly
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Implement internal checks for IAP and AGCOM compliance
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Monitor influencers on the AGCOM public register
Even intermediaries—such as talent agencies and platforms—could face co-liability if their networks fail to comply.
More Than Compliance: A Competitive Advantage
Those who move fast and align with the new influencer rules in Italy will have a strategic advantage. Why?
Because in a digital world increasingly plagued by misinformation and opaque marketing, transparency becomes a currency. AGCOM is pushing for a more credible online ecosystem—and brands that support that shift will be rewarded with consumer trust.
The New Standard for Digital Influence in Italy
This is a pivotal moment for the Italian digital economy. AGCOM is no longer asking for voluntary ethics—it is enforcing a legal standard. Influencers who reach millions now carry public responsibilities. Brands and agencies must adapt or risk non-compliance.
The only question that remains is:
Is your influencer strategy compliant with the new Italy influencer rules—or are you waiting for a fine to take it seriously?
On a similar topic you can read the article “Covert influencer marketing of tobacco products investigated in Italy” and don’t miss DLA Piper’s influencer marketing guide