A special register of influencers has been created. Monitoring systems will track their compliance with the rules

The Italian Office for Guarantees in Communications (AGCOM), the national regulator of the telecommunications, media and internet markets, has introduced new regulations for influencers who have over 500,000 followers. observers. They must sign up to a special register of influencers that has just been created.

There are approximately 350,000 in Italy. influencers – RAI television reported on Friday, informing about the decision of the national regulator, which decided to organize the market and guarantee the transparency of published content.

Last year the market value in this sector of online activity reached EUR 370 million.

The new regulations apply those who have over 500 thousand followers on popular social networking sites or have at least one million views per month on their channels.

All these people active on the platforms must officially sign up to the established influencer register by completing an online form on the AGCOM website.

What rules apply to registered people?

Registered applies to:

• ban on hidden advertising,
• the obligation to increase control over promoted products,
• ban on providing true information on your channels
• a ban on publishing content that may harm minors or incite hatred and discrimination.
• there is a requirement to protect intellectual property and defend fundamental rights.

It was also announced that compliance with these rules will be checked by monitoring systems.

Penalties for violating the new regulations will amount to up to 250 thousand euroand in severe cases up to 600,000. euro.

The national regulator explained that other consequences were also foreseen, including legal and fiscal ones.

From Rome Sylwia Wysocka (PAP)

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