Agcom: The Italian Communications Authority unanimously approved the 'Guidelines' to regulate the activity of digital influencers. It is the first result of a criminal inquiry into Chiara Ferragni, the most well-known Italian influencer. As part of the new legal framework, influencers and content creators must follow a new set of standards, mostly relating to advertising transparency, with penalties ranging from 10,000 to 250,000 euros. However, there are additional requirements to protect minors, which carry fines ranging from 30 to 60 thousand euros, as well as corporate transparency. The revised regulations pertain to individuals who have amassed a minimum of one million followers on their preferred social media platforms or platforms and have maintained an average engagement rate of 2% or higher on at least one of them (indicating that users have responded to at least 2% of the published content with likes or comments). For those who do not meet the specified threshold of one million followers, the existing legal requirements remain in force, requiring them to comply with Italian rules against deceptive advertising and unfair business activities.
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