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by Laura Molinari<\/a><\/em><\/p>\n\n\n\n <\/p>\n\n\n\n The measure aims to ensure greater transparency, user protection and fairness in commercial partnerships.<\/p>\n\n\n\n <\/p>\n\n\n\n The influencer marketing<\/strong> sector has grown rapidly in recent years, becoming a stable component of communication strategies<\/strong>. This evolution has made it necessary to update the regulatory framework<\/strong>, especially for profiles with a strong ability to influence public opinion and user behaviour<\/strong>.<\/p>\n\n\n\n <\/p>\n\n\n\n With Resolution No. 197\/25\/CONS, AGCOM has introduced the register of \u201crelevant influencers\u201d<\/strong><\/a>, 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<\/a>.<\/p>\n\n\n\n <\/p>\n\n\n\n The Authority\u2019s goal is to ensure greater transparency, protect users and guarantee the accuracy and integrity of online content<\/strong>.<\/p>\n\n\n\n <\/p>\n\n\n\n What we will cover in this article:<\/p>\n<\/div>\n <\/div>\n The new regulatory framework addresses several issues that have emerged over time:<\/p>\n\n\n\n <\/p>\n\n\n\n The regulation therefore introduces a system designed to ensure a better balance between creative freedom, information accuracy and user protection.<\/p>\n\n\n\n According to the AGCOM resolution, influencers are considered \u201crelevant\u201d if they meet at least one of the following criteria:<\/p>\n\n\n\n The measure therefore applies to profiles with a significant capacity to disseminate content.<\/p>\n\n\n\n Influencers who fall within the required thresholds must:<\/p>\n\n\n\n <\/p>\n\n\n\n In addition, the regulation clearly defines several key aspects:<\/p>\n\n\n\n <\/p>\n\n\n\n Failure to register when required<\/strong>, or violation of the rules<\/strong>, may result in administrative penalties, including significant fines in more serious cases, particularly those involving the protection of minors.<\/p>\n\n\n\n Although designed as a supervisory tool, the initiative promotes greater professionalism within the sector.<\/p>\n\n\n\n <\/p>\n\n\n\n For brands, institutions, and operators, it means being able to rely on more transparent collaborations and more clearly defined operational processes<\/strong>. For influencers, it represents an opportunity to certify their role <\/strong>within the digital media landscape and to operate with greater awareness<\/strong>.<\/p>\n\n\n\n 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\u2019 positioning, objectives, and budgets.<\/p>\n\n\n\n <\/p>\n\n\n\n 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\u2019s goals.<\/p>\n\n\n\n <\/p>\n\n\n\n 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.<\/p>\n\n\n\n <\/p>\n\n\n\n It is therefore essential to understand the obligations established by the AGCOM resolution and to adopt procedures that guarantee transparency and fairness.<\/p>\n\n\n\n <\/p>\n\n\n\n SAY can support clients throughout this process with specific expertise and a professional approach to digital communication.<\/p>\n\n\n\n Want to know more?<\/span><\/p>\n<\/div>\n \n \n
Why has this regulation been introduced?<\/h2>\n\n\n\n
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How does the register of \u201cRelevant Influencers\u201d work?<\/h2>\n\n\n\n
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<\/li>\n<\/ul>\n\n\n\nWhat are the main obligations?<\/h2>\n\n\n\n
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What are the benefits of the regulation?<\/h2>\n\n\n\n
How can SAY support brands and institutions?<\/h2>\n\n\n\n