After months of comparison with companies, experts and operators in the sector, the authority for the guarantees in communications (AGCOM) gave the definitive green light to Guidelines and the Code of Conduct for Influencers. The new package of rules introduces a more rigorous discipline for those who work on social media and on video sharing platforms, imposing greater transparency, responsibility and clear limits. “These measures – said President Giacomo Lasorella – strengthen the commitment of the authority to make the digital ecosystem safer and more reliable, for the benefit of both citizens and the market”.
The rules apply only to “Relevant influencer”or to those who have at least 500,000 followers or one million average monthly visualizations on a platform. For them the obligation to register in a public register on the AGCOM website and adaptation to Guidelines and the code of conduct. They will have to adapt to stringent rules on advertising, protection of minors, protection of rights and intellectual properties. Who does not respect the new provisions risk penalties up to 600,000 euros.
What does the new AGCOM regulation provide
The new regulation approved by AGCOM introduces a more rigorous system of rules for influencers, with the aim of guaranteeing transparency and protecting consumers. The document consists of two parts: General Guidelines and the Code of Conduct.
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Among the most significant news is the obligation to make clear and immediately advertising contents recognizable. Influencers will have to use explicit and hashtags compliant with the standards established by the Digital Chart of the Institute of advertising self -discipline. Not least is the editorial responsibility for sensitive content. Who deals with topics like health, safety, protection of minors or socially delicate issues He will have to comply with the principles of information correctness provided for by the audiovisual legislation, avoiding the dissemination of misleading or dangerous messages.
Particular attention is paid to contents aimed at a public of minorsfor which they have been set even more stringent rules, to prevent the spread of subliminal or deceptive messages. “The goal is to give simple rules and directly applicable to content creators to protect their profession and users,” he explained Massimiliano CapitanioAgcom Commissioner, in a post on social media.
What happens to those who do not respect the new rules
The sanctions in case of violation can reach up to 600,000 eurosmore than double the maximum roof of 250,000 scheduled for ordinary infringements. To ensure the actual application of the rules, AGCOM will provide a platform for reports dedicated to consumer users and associations and will establish an official register of influencers subject to the code, which will be mandatory to register within six months of its publication.
The measure, approved in the meeting of the Council of 23 July with the opposite vote of the Commissioner Elisa Giomi, represents The first step towards an organic regulation of the influencer marketing sector in Italy. “This is a decisive stage in the construction of a new balance between freedom of expression, user rights and responsibilities of digital creators: the influencer marketing enters maturity, is a modern and common sense measure that enhances the profession and protects users”, concluded Capitanio.
