Influencer regulation: what the new AGCOM register includes and what changes for communication
Date
9 December 2025
The measure aims to ensure greater transparency, user protection and fairness in commercial partnerships.
The influencer marketing sector has grown rapidly in recent years, becoming a stable component of communication strategies. This evolution has made it necessary to update the regulatory framework, especially for profiles with a strong ability to influence public opinion and user behaviour.
With Resolution No. 197/25/CONS, AGCOM has introduced the register of “relevant influencers”, which is mandatory for those who exceed specific thresholds of followers or views. At the same time, the official web form for registration has been made available.
The Authority’s goal is to ensure greater transparency, protect users and guarantee the accuracy and integrity of online content.
Why has this regulation been introduced?
The new regulatory framework addresses several issues that have emerged over time:
- difficulty in distinguishing between organic content and service or editorial content;
- the presence of a large underage audience on many platforms;
- the increasing use of filters, advanced editing and artificial intelligence tools;
- the absence of clear obligations for creators with a significant ability to reach and influence users.
The regulation therefore introduces a system designed to ensure a better balance between creative freedom, information accuracy and user protection.
How does the register of “Relevant Influencers” work?
According to the AGCOM resolution, influencers are considered “relevant” if they meet at least one of the following criteria:
- at least 500,000 followers, calculated in the month prior to the registration request;
- at least 1,000,000 monthly views, recorded over the previous six months on at least one of the social media or video-sharing platforms used.
The measure therefore applies to profiles with a significant capacity to disseminate content.
What are the main obligations?
Influencers who fall within the required thresholds must:
- complete the web form available on the AGCOM website with their personal details;
- be included in the public register;
- comply with the Code of Conduct approved by the Authority;
- adhere to the guidelines on transparency, advertising, protection of minors, use of filters or AI, and accuracy in communications.
In addition, the regulation clearly defines several key aspects:
- sponsored content must be disclosed clearly and immediately;
- the dissemination of potentially misleading or harmful content is prohibited;
- when images or videos are modified using filters or artificial intelligence, an explicit indication is required;
- relevant creators are, in certain respects, treated similarly to media service providers.
Failure to register when required, or violation of the rules, may result in administrative penalties, including significant fines in more serious cases, particularly those involving the protection of minors.
What are the benefits of the regulation?
Although designed as a supervisory tool, the initiative promotes greater professionalism within the sector.
For brands, institutions, and operators, it means being able to rely on more transparent collaborations and more clearly defined operational processes. For influencers, it represents an opportunity to certify their role within the digital media landscape and to operate with greater awareness.
How can SAY support brands and institutions?
SAY manages influencer marketing activities for brands, companies, tourist destinations, and non-profit organisations by activating collaborations with ambassadors, influencers, and personalities aligned with clients’ positioning, objectives, and budgets.
From nano to mega influencers, a crucial aspect is selecting the right profiles: it is essential to ensure that their target audiences, language, and produced content are capable of achieving the project’s goals.
Moreover, shared values and professional ethics can make a significant difference, and the introduction of the relevant influencers register is undoubtedly an important step in regulating the sector.
It is therefore essential to understand the obligations established by the AGCOM resolution and to adopt procedures that guarantee transparency and fairness.
SAY can support clients throughout this process with specific expertise and a professional approach to digital communication.
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