The Italian Communications Regulatory Authority (AGCOM) has adopted Resolution No. 197/25/CONS, releasing new Guidelines and a Code of Conduct for influencers. This marks the conclusion of a process launched in 2024 through a technical working group and a public consultation. The aim is to strengthen transparency, accountability, and user protection on social media platforms, particularly for minors, by introducing, for the first time, a clear and binding regulatory framework.
The 2024 Guidelines had already identified who qualifies as a “relevant influencer” and laid down general principles of transparency and fairness in content. However, those were recommendations rather than enforceable rules. With the 2025 Code of Conduct, the framework is now binding: an official register of influencers has been created, new rules cover advertising, child protection, and the use of filters or digital effects that alter appearance, and a monitoring system with sanctions is in place. In short, the Code turns broad principles into concrete obligations, offering much-needed clarity in a sector that had remained largely unregulated.
Who the new rules apply to
The Code applies only to “relevant influencers,” defined by specific thresholds of followers or monthly views. More precisely, the rules cover those with at least 500,000 followers or an average of one million monthly views on at least one social media or video-sharing platform.
These influencers are treated much like television broadcasters and carry full editorial responsibility. Once the threshold is met on one platform, the influencer is bound by the Code across all platforms where they are active. Relevant influencers must register within six months of the Code’s publication in a public list maintained by AGCOM and display the label “influencer listed by AGCOM” on their profiles. The list, updated every six months, is also open to influencers below the threshold who wish to register voluntarily. In all cases, registrants must provide their personal details, contact information, social media profile links, and relevant metrics, ensuring transparency and traceability.
Core commitments and principles
The Code of Conduct sets out obligations for influencers similar to those applied to media service providers, with clear rules to guarantee transparency, fairness, and user protection. Key commitments include:
- accuracy, impartiality, and completeness: content must be accurate, balanced, and aligned with the principles of the TUSMA (Consolidated Law on Audiovisual Media Services);
- respect for human dignity and non-discrimination: content must not undermine human dignity or promote violence, negative stereotypes, or discrimination of any kind;
- protection of minors: influencers must avoid content that could seriously harm the physical, psychological, or moral development of minors;
- respect for intellectual property: all content must comply with copyright and applicable law;
- transparency in commercial communications: advertising, sponsorships, and product placements must be clearly disclosed, in line with the “Digital Chart” promoted by the Italian Advertising Self-Regulatory Institute (IAP).
AGCOM has also introduced a monitoring system with regular checks and inspection powers, allowing enforcement without external complaints. Penalties can reach up to €250,000 for general breaches and €600,000 for violations involving child protection, depending on the seriousness of the case and any corrective action taken.
This framework marks a significant step in regulating a fast-growing sector. It enhances user protection, aligns digital platforms with traditional media standards, and signals the start of a new era of responsibility for influencer marketing, placing Italy among the first EU countries to adopt such comprehensive rules.
