Italian social media creators, particularly influencers with over one million followers, may soon be subject to regulations akin to traditional media outlets. 

The Italian Communications Authority (AGCOM) will oversee the activities of these influencers, imposing fines on prominent ones who fail to transparently disclose brand collaborations and commercial interests. The move is aimed at ending what AGCOM’s Giacomo Lasorella calls “The Wild West of influencers.”

The proposed guidelines also prioritize protecting children, with strict penalties for influencers who don’t adequately disclose collaborations or commercial interests, including fines up to €250,000. 

AGCOM’s measures focus on commercial communication, fundamental rights, minors, and sporting values. Influencers must include warnings about the advertising nature of content, especially regarding product placement.

While some may link AGCOM’s decision to a recent scandal involving top Italian influencer Chiara Ferragni, Lasorella denies any direct connection. Ferragni, fined €1.075 million in December for misleading claims about a charity project, is now under formal investigation for fraud. 

This move aligns with a broader European trend, with France introducing legislation on influencer promotions in June, and the European Commission increasing scrutiny on influencers to ensure fair practices and transparent information for followers.

#MaltaDaily