{"id":9679,"date":"2025-09-03T14:37:24","date_gmt":"2025-09-03T14:37:24","guid":{"rendered":"https:\/\/mbg.legal\/?p=9679"},"modified":"2025-09-03T14:37:25","modified_gmt":"2025-09-03T14:37:25","slug":"the-new-agcom-guidelines-on-influencers-for-summer-2025","status":"publish","type":"post","link":"https:\/\/mbg.legal\/en\/the-new-agcom-guidelines-on-influencers-for-summer-2025\/","title":{"rendered":"New AGCOM guidelines on influencers \u2013 Summer 2025"},"content":{"rendered":"<p>1. <strong>WHAT HAPPENED<\/strong><\/p>\n\n\n\n<p>On 23 July 2025, following a technical roundtable and a public consultation launched in 2024, with resolution 197\/25\/CONS, the Communications Regulatory Authority (AGCOM) approved the <strong>Code of Conduct<\/strong> of influencers and the new version of the <strong>Guidelines<\/strong> aimed at ensuring that influencers comply with the Consolidated Law on Audiovisual Media Services.<\/p>\n\n\n\n<p>Both texts were published on August 5, 2025 and are available on the AGCOM website at the following links:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.agcom.it\/sites\/default\/files\/media\/allegato\/2025\/197_25_cons_allegato%20A_linee%20guida.pdf\" target=\"_blank\" rel=\"noopener\" title=\"\">www.agcom.it\/sites\/default\/files\/media\/allegato\/2025\/197_25_cons_allegato%20A_linee%20guida.pdf<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.agcom.it\/sites\/default\/files\/media\/allegato\/2025\/197_25_cons_allegato%20B_codice.pdf\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/www.agcom.it\/sites\/default\/files\/media\/allegato\/2025\/197_25_cons_allegato%20B_codice.pdf<\/a><\/p>\n\n\n\n<p>2. <strong>WHAT CHANGES WITH THE NEW GUIDELINES<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n\n\n\n<p>Compared to the previous version, approved on January 10, 2024 and published on January 16, the new edition of the Guidelines presents some substantial innovations:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>change the slightly <strong>definition of influencer<\/strong> and the list of related requirements;<\/li>\n\n\n\n<li>the scope of application of the regulation has been modified, with the introduction of the concept of <strong>relevant CD influencers<\/strong>, based on different quantitative parameters than the so-called professional influencers of the previous Guidelines.<\/li>\n<\/ul>\n\n\n\n<p>However, the obligations to which influencers are subject remain unchanged.<\/p>\n\n\n\n<p>3. <strong>THE NEW DEFINITION OF INFLUENCER<\/strong><\/p>\n\n\n\n<p>The new Guidelines define influencers as natural or legal persons who, including through virtual personas, disseminate content to the public through digital platforms, particularly social media, and who can have a significant impact on the behavior and choices of that audience, in a manner similar or at least comparable to that of audiovisual media service providers under national jurisdiction, provided that all of the following conditions are met:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the main purpose of the service offered is the <strong>digital content provision<\/strong> <strong>via platforms<\/strong> of sharing videos, social media or other media, which inform, entertain or educate, in exchange for payment of a <strong>equivalent<\/strong> in money or in products, services, benefits or any other utility or profit;<\/li>\n\n\n\n<li>the influencer has the <strong>editorial responsibility<\/strong> on the contents;<\/li>\n\n\n\n<li>the service reaches a <strong>significant number of users on Italian territory<\/strong> and has a significant impact on a significant portion of the public;<\/li>\n\n\n\n<li>the service offered constitutes <strong>economic activity<\/strong> pursuant to Articles 56 and 57 TFEU;<\/li>\n\n\n\n<li>The service is characterized by a <strong>stable and effective link with the Italian economy<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>Compared to the definition contained in the previous version of the Guidelines, the new notion of influencer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It emphasizes the<strong>significant impact of influencers on consumer behavior and choices<\/strong>;<\/li>\n\n\n\n<li>It includes and expressly mentions the <strong>virtual influencer<\/strong>;<\/li>\n\n\n\n<li>Eliminates the requirement that content be offered in Italian or explicitly aimed at users in Italy;<\/li>\n\n\n\n<li>Remove reference to content use <em>on demand<\/em>.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>4. <strong>THE NEW SCOPE OF THE GUIDELINES: RELEVANT CD INFLUENCERS<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n\n\n\n<p>The provisions of the Consolidated Law on Audiovisual Media Services identified by the Guidelines are immediately applicable to so-called relevant influencers, i.e. those who alternatively reach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a number of members (the so-called <strong>followers<\/strong>) equal to at least <strong>500.000<\/strong> on at least one of the social media or video sharing platforms you use; or<\/li>\n\n\n\n<li>a number of <strong>average monthly views of one million<\/strong> on at least one of the social media or video sharing platforms you use.<\/li>\n<\/ul>\n\n\n\n<p>Compared to the previous definition of professional influencers, the new definition of relevant influencers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>is based on <strong>alternative and non-cumulative requirements<\/strong>;<\/li>\n\n\n\n<li><strong>It does not refer to engagement rates or numbers of content published<\/strong> but rather to the quantity of average monthly views; and<\/li>\n\n\n\n<li><strong>lower the follower threshold<\/strong> relevant (from 1 million followers on all platforms to 500,000 followers on at least one platform).<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>5. <strong>THE OBLIGATIONS OF RELEVANT INFLUENCERS<\/strong><\/p>\n\n\n\n<p>The obligations set forth in the Consolidated Law on Audiovisual Media Services and applicable to so-called relevant influencers are the same as those set forth in the previous version of the Guidelines for professional influencers and can be summarised as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ensure the <strong>respect for human dignity<\/strong>, and not in any way legitimize violence, hatred or discrimination;<\/li>\n\n\n\n<li>Comply with the rules on <strong>protection of minors<\/strong>, ensuring that they do not publish content that is seriously harmful to the physical, mental or moral development of minors;<\/li>\n\n\n\n<li>Comply with the rules on commercial communications, telesales, sponsorships, product placement and the ban on covert advertising, recognising the rules of the IAP Digital Chart Regulation on <strong>recognisability of commercial communication<\/strong>;<\/li>\n\n\n\n<li>Ensure the <strong>truthful presentation of the facts<\/strong> and events and verify the accuracy and objectivity of the information, including by citing sources;<\/li>\n\n\n\n<li>Ensure compliance with the provisions on <strong>copyright protection<\/strong> and intellectual property.<\/li>\n<\/ul>\n\n\n\n<p>6. <strong>SANCTIONS<\/strong><\/p>\n\n\n\n<p>The sanctions for non-compliance with the aforementioned obligations by influencers have also remained unchanged.<\/p>\n\n\n\n<p>Like the previous version, the new Guidelines refer to art. 67 of the Consolidated Law on Audiovisual Media Services, which provides <strong>administrative pecuniary sanctions of different amounts depending on the type of violation<\/strong>.<\/p>\n\n\n\n<p>Content by the Lawyer.<a href=\"https:\/\/mbg.legal\/en\/lawyers\/francesca-milani\/\" title=\"Francesca Milani\"> Francesca Milani<\/a><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>1. WHAT HAPPENED On July 23, 2025, following a technical roundtable and\u2026 <a title=\"New AGCOM guidelines on influencers \u2013 Summer 2025\" class=\"read-more\" href=\"https:\/\/mbg.legal\/en\/the-new-agcom-guidelines-on-influencers-for-summer-2025\/\" aria-label=\"Read more about the new AGCOM guidelines on influencers \u2013 summer 2025\">Read more<\/a><\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"slim_seo":{"title":"Le nuove linee guida AGCOM in tema di influencer \u2013 estate 2025 - Studio Legale Milano | MBG Legal | Mondini Bonora Ginevra","description":"1. WHAT HAPPENED On 23 July 2025, following a technical roundtable and a public consultation launched in 2024, with resolution 197\/25\/CONS, the Authority for"},"footnotes":""},"categories":[20],"tags":[],"class_list":["post-9679","post","type-post","status-publish","format-standard","hentry","category-tmt-tecnologia-media-e-telecomunicazioni","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"acf":[],"_links":{"self":[{"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/posts\/9679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/comments?post=9679"}],"version-history":[{"count":1,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/posts\/9679\/revisions"}],"predecessor-version":[{"id":9680,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/posts\/9679\/revisions\/9680"}],"wp:attachment":[{"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/media?parent=9679"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/categories?post=9679"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mbg.legal\/en\/wp-json\/wp\/v2\/tags?post=9679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}