Italy's New Influencer Marketing Rules: What They Mean for Creators and Brands

Italy is about to become the first country in Europe to introduce comprehensive regulations for influencers and content creators. Set to take effect in 2025, these rules aim to bring order and accountability to a growing industry that has long operated in a legal gray area. But what do these changes mean for the influencer economy, especially for smaller creators?

The New Rules in Brief

Here are the key changes introduced by AGCOM (Italy’s communication authority):

1. Influencer Registry: Influencers with 500,000+ followers or 1 million monthly views will need to register. The goal? Greater transparency and accountability.
2. Advertising Transparency: All ads, sponsorships, and product placements must comply with strict transparency rules. Fines for violations range from €10K to €250K.
3. Filtered Content Disclosure: Influencers must declare the use of filters or photo/video editing tools through hashtags or disclaimers.
4. Protection of Minors: Content must avoid exploiting the inexperience or trust of young audiences, with fines up to €600K for violations.
5. Micro-Influencers Included: Smaller creators, especially in niche markets like luxury and automotive, may see new contractual obligations from brands.

The Why Behind the Rules

Influencer marketing has become a billion-euro industry, but its rapid growth has raised concerns about transparency and consumer trust. Misleading content, undisclosed ads, and the overuse of filters have led regulators to take action.

Italy's approach mirrors existing rules for TV ads, marking a step toward treating influencer content as a legitimate media format rather than casual online posts.

Impact on the Industry

These changes bring both opportunities and challenges:|

• For brands: Stricter rules mean more trust with consumers but also higher legal risks when working with influencers.
• For influencers: While top-tier creators face higher scrutiny, micro-influencers will need to align with new brand demands.

But the bigger question is: Will this stifle creativity? For example, the requirement to disclose filtered content may discourage influencers from posting altogether, especially in beauty and lifestyle niches.

What It Means for Creators Like You

At Wallafan, we believe creators should own their content and their audience relationships, not be at the mercy of ever-changing platforms or regulations. As countries like Italy introduce stricter rules, creators must adapt, but also seize the opportunity to build genuine trust with their audiences by doing direct business with their fans and followers, without any platform intereference.

Transparency and creativity can coexist—if approached the right way. As long as one has full control over both.

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About the Author

Fabio Salvadori is the founder of Wallafan, a SaaS platform that empowers content creators with full control over their earnings, data, and branding. With over 12 years of experience as a talent scout for Virgin Music and more than 20 years in the tech industry, Fabio has a keen eye for identifying and nurturing creative talent. Leveraging his extensive experience in digital media, he has been at the forefront of advocating for more equitable and sustainable monetization models.