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Italy is set to increase the oversight of social media influencers by bringing their activities under the jurisdiction of the same authority that regulates television and other audio-visual media.
The decision, made by Italy’s communications authority AGCOM, comes in the wake of a growing scandal involving Chiara Ferragni, a prominent Italian fashion blogger.
Under the new regulations, AGCOM will extend its supervision to influencers with over a million followers on social media, with at least 2 percent of their followers engaging with the content. This move aligns with an audio-visual media law implemented in December 2021, which imposes fines of up to 600,000 euros ($660,000) for violations of data protection laws, especially concerning minors.
AGCOM stated that its oversight will encompass “commercial communication and the protection of fundamental rights of people, minors, and sporting values.” Regarding product placement, influencers will be obligated to include a notice indicating the advertising nature of the content.
The investigation into Chiara Ferragni, who boasts nearly 30 million Instagram followers, stems from her promotion of a brand of pandoro cake in November 2022, suggesting that a portion of the sales would be donated for child cancer treatments at the Regina Margherita hospital in Turin.
Italian competition authorities revealed last month that companies owned by Ferragni profited over a million euros from Balocco brand pandoro sales but contributed only 50,000 euros to the hospital.
AGCOM announced that a panel of experts would develop a “code of conduct defining the measures that influencers must respect” to enhance transparency in their practices.
