After the Ferragni-Balocco affair, the Italian authorities decided to place a limit on some influencers’ activities.

Since social networks established themselves as one of the main forms of entertainment in our daily lives, influencers have spread like wildfire and, from simple enthusiasts who are very active on the platforms, they have become real professionals in the sector.

The Italian authorities have decided to regulate the activity of influencers more carefully – Sjbeez

Social media, therefore, has been portrayed for years as a world of opportunities, money and “dolce vita”. However, the fairy tale, at least that of the Italian influencers, was interrupted a few weeks ago. Chiara Ferragni, undisputed queen of social media both in our country and abroad, found herself the protagonist of a controversial affair linked precisely to her work as an influencer, the now well-known issue of the Pandoro Balocco.

The Milanese entrepreneur is today accused of misleading advertising, after having sponsored a product with the promise of donating the proceeds to charity, which however never happened. Thus, in just a few days, the role of influencers went from the most envied job to an activity that was not very transparent and linked to incorrect behaviour. So much so that even the Italian government decided to intervene.

The activity of influencers is under the watchful eye of the authorities

The issue was dealt with by AGCOM, the Italian Communications Authority, which recently announced its intention to introduce much more stringent laws for those who decide to pursue a career as an influencer. "The new Agcom rules were under discussion well before the Ferragni case," declared Massimiliano Capitanio, commissioner of the Agency. "I wouldn’t talk about restrictions, but about principles of transparency, respect and common sense to be shared with the creators themselves in a specific technical table," he concluded.

The Ferragni-Balocco affair has shed new light on some controversial activities of influencers (Instagram photo @chiaraferragni) – Sjbeez

The good news, therefore, is that these new rules will not be decided by legislators independently, but thanks to a technical table in which influencers and companies will also participate. According to the first previews, the main intention of the institutions is to regulate the activity of influencers with more than one million followers, who will essentially be required to respect the rules established by the Consolidated Law on audiovisual media services.

In fact, like other media, they create, produce and disseminate audiovisual content, over which they will therefore have to exercise editorial responsibility. In the case of content with product placement, influencers will be required to insert a caption that makes the advertising nature of the content clear and unmistakable.

In addition to this, promoting products with nicotine, advertising alcohol and gambling will also be prohibited. If these rules are not respected, influencers may face fines starting from 258,000 euros and can even reach 600,000.