providers, effectively placing them closer to broadcasters than independent creators.


Under the rules, influencers with more than 500,000 followers or one million monthly views face obligations around transparency, editorial responsibility, consumer protection and the safeguarding of minors. Sponsorships and commercial communications must be clearly disclosed, while content deemed harmful or manipulative toward young audiences is prohibited.


Most notably for gaming companies, AGCOM explicitly confirmed that Italy’s existing gambling advertising ban applies equally to influencer content. Te regulator made clear that gambling promotion via streamers, creators and social personalities falls within the same prohibitions as traditional advertising. It matters because it removes one of the grey areas the industry has often relied upon: the idea that influencer content exists somewhere between entertainment, commentary and advertising. Regulators increasingly disagree.


Influencers with more than 500,000 followers or one


million monthly views [in Italy] face obligations around transparency, editorial responsibility, consumer


protection and the safeguarding of minors. Sponsorships and commercial communications must be clearly disclosed.


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