The rules will initially apply to content creators with more than one million followers.
Italian social media creators could soon be bound by the same rules as traditional media outlets when posting their content online. The activities of influencers are set to come under the oversight of the Italian Communications Authority (AGCOM). The rules will initially apply to content creators with more than one million followers.
AGCOM boss Giacomo Lasorella said, “The Wild West of influencers is over. We are starting with the big ones, but other influencers will also have to adapt.” Prominent influencers will face hefty fines if they fail to clearly label brand collaborations or disclose their commercial interests.
The proposed guidelines also aim to protect children, with the new set of regulations including tough penalties for influencers who fail to correctly advertise their collaboration with a brand and their commercial interest, with fines up to €250,000 (£214,450).
AGCOM said in a statement that its measures will concern “commercial communication, and the protection of fundamental rights of people, minors and sporting values.”In the case of product placement, “influencers are required to insert a warning about the advertising nature of the content,” the statement said.