Influencers meet your new regulator
Here’s the scoop: Agcom’s new regulations are zooming in on influencers with over a million followers, particularly those with at least 2% of their audience actively engaging with their content.
Under the audio-visual media law adopted in December 2021, rule-breakers could face fines up to a whopping €600,000 for data protection violations, with a keen eye on safeguarding minors.
Agcom isn’t just talking the talk; they’re ready to walk the walk in protecting fundamental rights, especially those of the younger crowd.
But there are even more regulations on the horizon.
The Ferragni factor was a trigger for change
The catalyst for this regulatory revamp?
None other than Chiara Ferragni herself.
With a colossal following of nearly 30 million on Instagram, Ferragni found herself in hot water over a pandoro cake promotion.
The catch?
She claimed part of the sales would benefit child cancer treatments, but the reality was a tad different, sparking a scandal that caught Agcom’s attention.
💡 Pro tip: Use our influencer marketing platform for a free detailed report about Chiara Ferragni’s audience, reach, engagements, and more.
Transparency in the limelight
Agcom’s laying down the law: influencers must clearly flag sponsored content.
No more blurred lines between genuine endorsements and paid partnerships, because it’s all about keeping it honest and transparent.
But Agcom’s not stopping there.
They’re assembling a team of experts to whip up a “code of conduct” for influencers.
The goal?
To usher in a new era of transparency in the influencer marketing sector. This code will be the new playbook for influencers, ensuring they stay on the right side of digital ethics.
If you are building an Italian creator list under these rules, start from data rather than a follower count. Our quarterly snapshot of the fastest growing Instagram creators in Italy ranks 100 accounts by follower growth over Q2 2026, with engagement rate and audience share for each one.
