Influencer marketing in Italy is governed by various legal regulations, notably the Consumer Code (D.Lgs. n. 206/2005), which ensures consumer protection. Influencers are mandated to avoid misleading commercial practices, ensuring that sponsored content is clearly identifiable. The AGCM has issued guidelines emphasizing transparency, requiring influencers to disclose sponsorships through appropriate hashtags like #ad or #sponsorizzato. Non-compliance can lead to sanctions for both influencers and brands, including fines. Additionally, copyright laws protect influencers' original content while prohibiting unauthorized use of copyrighted materials. With the rise of virtual influencers, new regulations are anticipated, reinforcing existing transparency and copyright obligations. Finally, regulations concerning child influencers highlight the need for parental oversight and adherence to privacy laws.
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