THEnfluencer changes. After the Balocco-Ferragni case, Agcom, unanimously approved the “Guidelines” which will guarantee compliance by digital entrepreneurs with the provisions of the «Consolidated law on audiovisual media services». In essence, the Communications Authority has launched new rules specifically touching on the transparency and publicity of messages on social media.
Agcom puts a stop to influencers
The growing relevance and diffusion of the activity of influencers, defined by the Authority as «entities that create, produce and disseminate audiovisual content to the public platforms for sharing videos and social media” is now a fact. And this is precisely what prompted the Authority to intervene.
After the Ferragni case, Agcom accelerates the rules for influencers (Instagram)
The guidelines
The guidelines define a set of rules which, writes Agcom, «are addressed to influencers operating in Italy that reach at least one million followers on the various platforms or social media on which they operate” and concern, in particular, measures regarding commercial communications, protection of fundamental rights of the person, of minors and of the values of sport. In this context, it is envisaged, among other things, that in the case of product placement «influencers are required to include writing that highlights their advertising nature of the content in a readily and immediately recognizable way.”
A technical table to discuss with everyone
The guidelines also provide for the launch of a Technical table for the adoption of a code of conduct which defines the measures that influencers must comply with. Not only Agcom technicians will participate in it, but also those who work as intermediaries between digital entrepreneurs and companies. The code also provides for “transparency and recognition systems for influencers”, who must be clearly identifiable and contactable. More than a squeeze they are «principles of transparency, respect and common sense to share with the creators themselves which will be good for everyone – Agcom Commissioner Massimiliano Capitanio wrote on Linkedin – starting with the many young people who have found a healthy and creative way to work in social media”.
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