In recent years, Italy has been transforming how it views influencers. They have been moved from the category of social media hobbyists to that of professionals with clear legal responsibilities. What once felt like an informal or loosely regulated activity is now governed by specific rules to protect consumers, promote transparency, and align the digital creator economy with traditional media standards.
If you are an international content creator considering working in Italy, it is important to understand how the regulatory landscape has changed and what is expected of you today.
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What Changed? From Informal to Regulated
Until recently, influencer activity in Italy was regulated mainly through general consumer protection and advertising laws. These rules already required creators to disclose sponsored content and avoid misleading claims. But they were not tailored to the realities of social media platforms. This situation changed between 2024 and 2025, when Italian authorities introduced measures specifically aimed at influencers.
The key player in this shift is AGCOM, the Italian Communications Authority. Traditionally responsible for television and radio, AGCOM now also oversees certain categories of influencers. Through a new Code of Conduct, influencer activity has been brought closer to that of broadcasters and digital publishers, especially when creators reach large audiences.
Not all influencers fall under these new rules. The regulations mainly apply to those defined as “relevant influencers.” In general terms, an influencer is considered relevant if they have at least 500,000 followers on a single platform, or if their content reaches around one million average views per month. Once these thresholds are met on even one platform, the rules apply to the influencer’s entire online activity.
What Changed? From Informal to Regulated
Nationality is not the deciding factor here. What matters is whether there is a meaningful economic connection to Italy. If you earn income from Italian brands, have a VAT registration in Italy, or base your professional activity in the country, the Italian regulatory framework is likely to apply to you.
Relevant influencers are required to register in an official public list managed by AGCOM. Registration involves:
- providing personal or business details
- listing professional social media accounts
- submitting audience metrics such as follower numbers or average views.
Once registered, the influencer becomes subject to ongoing monitoring and compliance obligations.
Core Obligations Under the Code of Conduct
Beyond registration, the Code of Conduct introduces clear rules on how content must be produced and presented. One of the central principles is transparency. Any content that involves a commercial relationship, including paid partnerships, sponsorships, gifted products, or affiliate links, must be clearly identified as advertising. Hidden or ambiguous promotional content is not allowed, even if followers are likely to assume that a post is sponsored.
The rules also place strong emphasis on the protection of minors. Influencers must avoid content that could seriously harm the physical, moral, or psychological development of younger audiences. This obligation goes beyond explicit content and includes the promotion of unhealthy behaviors or unrealistic standards when minors are part of the audience.
Respect for fundamental rights is another cornerstone of the Code. Influencers are expected to avoid discriminatory, hateful, or violent content and to ensure that their communications respect human dignity. In many respects, these standards mirror those applied to traditional media outlets in Italy.
Intellectual property is also a key area of responsibility. Influencers are fully accountable for the content they publish, including music, images, videos, and other creative materials. Using copyrighted material without authorization can lead to takedowns, fines, or legal claims.
Penalties for Non-Compliance
Italy has also introduced stricter oversight of influencer activity as an economic profession. Influencing is now formally recognized as a business activity, complete with its own economic classification. This means that influencers who operate on a regular and professional basis are generally expected to register for a VAT number, declare income, and comply with Italian tax and accounting rules. This applies equally to Italian nationals and foreign creators who establish their activity in Italy.
Enforcement is not merely theoretical. Italian authorities have the power to impose significant administrative fines for non-compliance. Penalties for undeclared advertising can reach hundreds of thousands of euros, while serious violations, particularly those involving minors, may result in even higher sanctions or restrictions on professional activity.
Opportunities and Responsibilities for Influencers in Italy
For foreign influencers, Italy remains an attractive market, especially in sectors such as fashion, food, travel, design, and lifestyle. However, it is no longer a grey zone. Influencing in Italy today requires a professional approach, both creatively and legally.
Before starting or expanding your activity in Italy, it is advisable to assess whether you meet the thresholds that trigger registration obligations, understand your tax position, and adapt your content strategy to comply with Italian transparency and ethical standards. With the right preparation, Italy can be a rewarding place to build a sustainable and compliant influencer career.
