Italy Influencer Disclosure Rules 2026

Influencer disclosure rules in Italy: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

This country's regulator explicitly rejects English-only hashtags like #ad or #sponsored. The disclosure must be in the local language.

Required disclosure

Also acceptable

Advertising

Sponsorizzato da [marca]

Promosso da [marca]

#pubblicità

#adv #[brand]

✗ NOT acceptable

#ad da solo

#sponsored da solo

#adv senza tag del brand

Where to place it

All'inizio del contenuto, in posizione facilmente identificabile, prima dell'affermazione promozionale
Nei primi caratteri della caption, non nascosta dopo "altro"/"continua"
Nei video: testo on-screen durante la parte promozionale
Mai mescolata in una "muraglia di hashtag" alla fine

Penalties and official sources

⚠ Penalties for non-compliance

€600.000 max fine. Il Codice di Condotta AGCOM (Delibera 197/25/CONS, adottato il 23 luglio 2025, pienamente applicabile dal 5 febbraio 2026) prevede sanzioni amministrative ai sensi degli artt. 38 e 67 TUSMA, fino a 258.228 € / 600.000 € a seconda della violazione. AGCM ha inoltre sanzionato influencer sotto il regime di pratiche commerciali scorrette (caso PS12814 a giugno 2025: 60.000 € a Luca Pardini «Big Luca» + 5.000 € a Michele Leka). AGCOM ha indicato l'utilizzo di sistemi automatizzati di monitoraggio per il rilevamento delle inadempienze sulla dicitura pubblicitaria.

Source

→ AGCOM — Codice di Condotta Influencer (Allegato B, Delibera 197/25/CONS)→ AGCOM — Linee Guida (Allegato A, Delibera 197/25/CONS)→ AGCOM — Hub informativo, FAQ e modulo di registrazione → De Jalex — Analisi delle Linee Guida AGCOM (luglio 2025)→ AGCM — Press release on influencer fines (PS12814 et al., 2025)

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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TUSMA + AGCOM Linee Guida e Codice di Condotta Influencer (Delibera 197/25/CONS)

AGCOM / AGCM · 2025

Italy's AGCOM adopted its Linee Guida and Codice di Condotta for influencers via Delibera 197/25/CONS on 23 July 2025 (published 5 August 2025) under TUSMA (the Consolidated Audiovisual Media Law, D.Lgs. 208/2021). A 6-month compliance window ran until 5 February 2026 — the Code is now fully enforceable. It requires that commercial intent be clearly identified before or close to the promotional claim. Relevant influencers (≥500,000 followers on at least one platform OR ≥1,000,000 average monthly views over the preceding 6 months on a video-sharing platform) must register and follow audiovisual-provider obligations. AGCOM administrative sanctions under arts. 38 and 67 TUSMA reach up to €258,228 / €600,000 depending on the breach. The IAP Digital Chart — a separate self-regulatory document updated November 2024 — provides additional best-practice recommendations such as combining a generic '#adv' with the brand handle in the early hashtags.

FAQ

Is #ad enough in Italy?

Not on its own. The rules overseen by AGCOM / AGCM expect a clear label the local audience understands, so use the local-language wording from the generator above rather than an English-only hashtag.

What law governs influencer disclosure in Italy?

TUSMA + AGCOM Linee Guida e Codice di Condotta Influencer (Delibera 197/25/CONS) (2025), enforced by AGCOM / AGCM. Il Codice di Condotta AGCOM (Delibera 197/25/CONS, adottato il 23 luglio 2025, pienamente applicabile dal 5 febbraio 2026) prevede sanzioni amministrative ai sensi degli artt. 38 e 67 TUSMA, fino a 258.228 € / 600.000 € a seconda della violazione. AGCM ha inoltre sanzionato influencer sotto il regime di pratiche commerciali scorrette (caso PS12814 a giugno 2025: 60.000 € a Luca Pardini «Big Luca» + 5.000 € a Michele Leka). AGCOM ha indicato l'utilizzo di sistemi automatizzati di monitoraggio per il rilevamento delle inadempienze sulla dicitura pubblicitaria.

Does gifted content require disclosure in Italy?

Yes. Prodotto regalato da [marca] is the regulator-preferred wording. See the generator above for accepted alternatives.

Other EU countries

France Germany Spain Netherlands Belgium Portugal Austria Switzerland Poland Sweden United Kingdom Ireland

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