Italian influencers are bound by stricter rules

Social media creators in Italy could soon be held to the same rules as traditional media when posting content online.

The activities of influencers will be supervised by the Italian Communications Agency (AGCOM).

The rules will initially apply to content creators with more than 1 million followers.

“The wild west days of influencers are over,” said AGCOM boss Giacomo Lasolera.

“We are starting with the big players, but other influencers will have to adapt as well,” he told La Repubblica newspaper.

Prominent influencers face hefty fines if they fail to clearly label collaborations with brands or disclose commercial interests.

The proposed guidelines are also aimed at protecting children, and the new regulations include penalties of up to €250,000 (approximately £214,450) for influencers who fail to properly promote collaborations with brands or their commercial interests. ) includes severe penalties including fines.

AGCOM said in a statement that the measures will concern “the protection of commercial communications and the fundamental rights of people, minors and the values ​​of sport.”

In the case of product placement, “influencers must insert a warning about the advertising nature of the content,” the statement said.

Many would see AGCOM’s decision as being related to the recent scandal involving top Italian influencer Chiara Ferragni, but LaSolera denied this.

In a statement to her followers, she said she had made the “well-intentioned mistake of combining commercial activities with philanthropy.”

Last week, Italian police announced that Ferragni would be formally investigated for fraud related to the Pandoro Christmas cake incident.

Other European countries also introduced stricter rules for influencers last year.

In June, France passed a law that says influencers could face jail terms if they are found to have breached new promotion regulations, becoming the first country in Europe to legally define their role. .

And in October, the European Commission announced that it would step up oversight of the business practices and activities of influencers, stating that digital content creators “must follow fair commercial practices and that their followers receive transparent and reliable information.” I have a right.”