Italië gaat regels voor beïnvloeders van sociale media uitbreiden

The digital grapevine is abuzz with news from Italy that’s set to reshape the influencer landscape! 🤐

The Italian communications watchdog, Agcom, is stepping up its game, bringing social media influencers under the same strict scrutiny as television and other audio-visual media. 

This move comes amid a whirlwind of controversy surrounding Chiara Ferragni, Italy’s fashion blogging icon.

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 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. 

Het addertje onder het gras? 

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 platform voor influencer-marketing for a free detailed report about Chiara Ferragni’s audience, reach, engagements, and more.

Agcom’s laying down the law: influencers must clearly flag sponsored content. 

No more blurred lines between genuine endorsements and paid partnerships – 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. 

Het doel? 

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.