Italy — AGCOM Influencer — the verified record, live

Italy was among the first European jurisdictions to regulate influencers as media operators rather than leaving them wholly to advertising self-regulation. In January 2024 AGCOM adopted guidelines applying provisions of the audiovisual code (Testo Unico) to influencers with large Italian audiences — initially those exceeding one million followers with sustained engagement — covering transparency of commercial communications, protection of minors, human dignity and correct information, effectively treating top creators like audiovisual media providers for these purposes. AGCOM then moved to a fuller regulatory framework, working through a technical committee with industry to produce a code of conduct and revising thresholds so that a wider population of professional creators, from around half a million followers, falls within scope, with registration-style obligations for the largest. Breaches of the applicable Testo Unico provisions can trigger AGCOM sanction proceedings and administrative fines. With enforcement interest sharpened by high-profile controversies over charity-linked promotions, and parallel action by the competition authority (AGCM) on misleading practices, influencer marketing in Italy is now a genuinely regulated activity.

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as of 2026-08-31 · refreshed from scheduled releases

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Frequently asked

Who do Italy's influencer rules apply to?

AGCOM's January 2024 guidelines targeted influencers reaching very large Italian audiences — initially at least one million followers across platforms with significant engagement — treating them as subject to relevant audiovisual code provisions. AGCOM's subsequent regulation broadened the regime, lowering the threshold to around 500,000 followers and adding obligations, including a form of registration for larger creators, so scope should be checked against the latest resolution.

What do the AGCOM rules require of influencers?

Clear disclosure of advertising and commercial communications so audiences can immediately recognise promotional content, compliance with rules protecting minors and human dignity, and standards of correct information drawn from the audiovisual code. A code of conduct developed with the industry details how disclosure and other duties apply in practice across platforms and formats.

What are the penalties for influencers who break the rules?

Violations of the applicable Testo Unico provisions can lead to AGCOM sanction proceedings and administrative fines, with amounts depending on the provision breached. Separately, the Italian competition authority, AGCM, can pursue undisclosed advertising as a misleading commercial practice with its own, potentially larger, fines, and self-regulatory bodies such as IAP also act — so exposure can arise on several fronts simultaneously.

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