Since November 8th, Italy has required mandatory registration of influencers deemed “relevant” by AGCOM, the Communications Authority. The new rule applies to those with more than 500 followers or who reach 1 million views per month on social media.
The measure, approved in Resolution No. 197/2025This requires these creators to register in a new system with strict rules on advertising, the use of artificial intelligence, the protection of minors, and transparency. The penalty for non-compliance can reach 600 euros.
Who needs to register
Registration is mandatory for content creators who meet at least one of the following criteria:
– Having 500 or more followers on social media platforms such as Instagram, TikTok, YouTube, Facebook, or Twitch;
– To reach an average of 1 million monthly views across your digital channels.
According to AGCOM itself, the expectation is that around 2 people will fall into the category of "relevant influencers." Those who already reach this number must register immediately, or risk a fine.
What changes with the new registration?
From the moment they register, influencers begin to follow the same rules as media companies, such as TV and radio stations. This includes:
– Prohibition of disguised advertising: all sponsored content must be clearly identified;
– Respect for the protection of minors: content cannot violate the rights of those under 18 years of age;
– Prohibition of hate speech or incitement to violence;
– Responsibility for published information, with a duty to verify facts;
– Obligation to disclose the use of filters or artificial intelligence in images and videos.
These rules are part of a new Code of Conduct developed by AGCOM, which is already in effect.
Penalties can reach up to 600 euros.
Those who fail to register or disregard the new rules are subject to severe fines.
– Up to 250 euros for hidden advertising or other minor offenses;
– Up to 600 euros in serious cases, such as content that affects children or adolescents.
AGCOM will be responsible for investigating and applying penalties, and may act on its own initiative or based on public complaints. The agency will also maintain a public list of registered influencers, updated twice a year.
How is registration done?
The process is simple: the influencer needs to fill out a form on the AGCOM website with personal data, links to their social media profiles, digital address (such as email or PEC), and a copy of their identity document. If they have a company, they also need to submit the legal representative's information.
And what about those who live outside of Italy?
The rule applies only to those who have "a stable and effective link with the Italian economy," according to the AGCOM's own official document.
This means that living outside of Italy and producing content about the country, even in Italian, does not require anyone to register. What determines the obligation is economic presence in the country—that is, having a company, tax residence, or commercial operation in Italy.
See what the resolution says:
“WHEREAS the Guidelines and Code of Conduct apply exclusively to entities characterized by a stable and effective link with the Italian economy, with the consequence that the corresponding provisions do not imply any limitation on the circulation of products and services of the information society within the European Union…”
In short:
– Those who live and work outside of Italy, without a registered business location or economic activity there, are exempt from this obligation;
The rule only applies to those who are economically established in Italian territory.
Opinion of someone who lives in the digital world
The Italian-Brazilian influencer, Thiago Dalla, who lives in Italy and produces content about the country, commented to Italianism Regarding AGCOM's new requirement, he believes the measure reflects the increased responsibility of those working on social media.
“When we consume the internet, we form a vision. When people put dreams into their words, admiration, and make investments because they watch you every day, their vision of the internet changes, their responsibility changes. It becomes no longer just another post or story, it becomes a daily duty and social responsibility.”
He believes that regulation was inevitable.
“The world has changed. The internet is not yet the most watched media, but it's only a matter of time. So the time has come to regulate it. It's necessary for both sides: to protect the influencer and their audience as well.”
Dalla compares the situation to other professions in Italy:
“In Italy, to be an engineer, you need to register; architect, real estate agent… And if I want to talk about finance, I’ll need to open a VAT register. But if you don’t have the qualifications, you won’t be able to.”
He acknowledges that the situation has two sides:
“On the one hand, I agree that there are many people who know more than people who are educated or have taken courses. On the other hand, a world of false promises and unproven teachings has opened up.”
Based on his experience, he warns about the risks of misinformation on social media:
“If I open my Instagram now and say come to Italy, that there are jobs, and then you can deal with the permesso (visa) yourself, it’s very likely that tomorrow, a thousand people will quit good jobs in Brazil, leave their families, and come to Italy. Then, when they get here, the information will be different. Now tell me: shouldn’t this be monitored and punished?”
According to him, the excessive bureaucracy in Italy can discourage those who create content:
"Italy is very rigid in many things, and it often ends up being a challenge even to open a bank account — and now even to create content."
But he sees the new registration as a chance to increase the value of the activity:
"The creation of Albo degli influencer "It will give us visibility and authority with numbers and data, so that brands can seek us out and sponsor us. Centralization of real information and data, without false numbers, which are easily manipulated to be sold to brands, such as fake followers and purchased numbers."
Even so, he issues a warning about the power of AGCOM:
“On the other hand, AGCOM will have the power to fine you and silence you whenever it wants, claiming that these rules were not followed and applying disproportionate fines. And I will reiterate: views and followers on Instagram don't pay you ANYTHING.”
For him, those who create also need protection:
“We, as influencers, have to deal with insults and, at times, even threats. I hope we also have AGCOM's support for situations like these.”
He also notes changes in digital consumption:
“Many blogs are getting out of control, increasingly being created by artificial intelligence. And when you use AI to create a blog, it consults other blogs. Therefore, it ends up creating a feedback loop within the AI itself.”
And concludes:
"The reality, for me, is: it was time for regulation. However, we have to see how it will actually work and whether it will only benefit one group."
Thiago Dalla's Instagram profile: @DallaThiago
See the document for resolution no. 197/2025 in full (in Italian):
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