AGCOM adopts a code of conduct for large influencers
AGCOM Decision 197/25/CONS, published 5 August 2025, set rules for influencers above 500,000 followers; its FAQ restates the gambling advertising ban.
By Oliwer Brewitz, Head of Marketing
Key changes
- Code of conduct for influencers with 500,000 followers or one million monthly views
- Public register of relevant influencers, first registration within six months
- Mandatory labelling of commercial content
- AGCOM FAQ (March 2026) restates that gambling sponsorship and product placement are prohibited
What changed
AGCOM Decision 197/25/CONS, dated 23 July 2025 and published on 5 August 2025, amended the influencer guidelines of Decision 7/24/CONS and approved a code of conduct. It applies to relevant influencers with at least 500,000 followers, or an average of one million monthly views, on at least one platform, with a stable link to the Italian economy. Crossing a threshold on one platform brings all of the influencer's profiles into scope. Influencers must label commercial content clearly, protect minors and register in a public list; the first registration deadline was six months from publication, in February 2026. On 16 March 2026 AGCOM published FAQs and a technical document for agencies, brands and platforms.
What it means for advertising
The AGCOM FAQ lists the ban on gambling advertising among the rules influencers must respect and states that, for certain categories including gambling, sponsorship and product placement are prohibited in any case. Large creators now operate under a registered regime with sanctions under the audiovisual code, which is likely to make them and their agencies refuse gambling-related briefs, and it gives AGCOM a second route, alongside the Decreto Dignità, to act against creators.
What operators should do
Do not commission influencer content promoting gambling brands in Italy, directly or through agencies. Check that any creator partnership in other markets is geo-restricted from Italian audiences. Brief agencies that registered influencers are subject to AGCOM supervision in addition to the Decreto Dignità ban. Review existing ambassador or content agreements with Italian creators, including those described as informational, against the FAQ statement that gambling sponsorship and product placement are prohibited.
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