Post by account_disabled on Feb 24, 2024 1:01:26 GMT -6
AGCOM , i.e. the Communications Regulatory Authority, recently published the Guidelines that influencers must observe , as well as intermediary agencies and companies, under penalty of fines of up to 600 thousand euros . Is this a provision that depends on the Balocco-Ferragni case? In reality, no: AGCOM, in fact, has been working since July 2023 to draw up new directives to regulate this sector. We can say - without a shadow of a doubt - that the "Pandoro Gate" has made the lack of rules governing this market even more evident, even if we cannot forget two major regulatory pillars that have already been present for some time: the Consumer Code (AGCM) , which clarifies how to correctly create advertising content and the Corporate Governance Code (IAP) with its Digital Chart . Without a doubt, after the Ferragni case, however, the need for clearer regulation of the profession emerged which, in Italy alone, generated a turnover of almost 325 million euros in 2023.
Among other things, a recent EU survey highlighted how only 1 in 5 influencers Middle East Phone Number List correctly reports their social content as advertising. There has therefore been talk of "squeeze on influencers" with a negative meaning in relation to the Guidelines: however, these innovations can translate into good news for agencies and for those who work in the field of influencer marketing: let's see why and what changes . What is influencer marketing: the new AGCOM definition AGCOM no longer considers influencers only as digital communication media and advertising professionals, but as publishers, providers of audiovisual media services , carrying out an activity completely similar to that of radio and television as they entertain, inform, educate or generate income, with an editorial responsibility . As such, for the Authority they must comply with the TUSMA or the Consolidated Law on Audiovisual and Radio Media Services.
The end user, in fact, must be able to recognize when he is faced with promotional content and understand whether to believe the content creator or not: just like when there is an advertisement on television and he decides whether to watch it or change the channel . How to understand to whom the rules apply: the requirements indicated in the Guidelines Influencers and the agencies that manage them, dealing with their contracts and acting as intermediaries with companies, must have a clear understanding of the scope of possibilities and limits of the profession . To know this, it is useful to know which activities the influencer carries out (commercial communication/advertising or general communication) and which requirements he/she possesses among those indicated in the Guidelines, namely: have 1 million or more followers in total , considering all the platforms covered; exceed the average 2% engagement rate in the last six months, at least on one platform; have at least 24 sponsored pieces of content in the last year.
Among other things, a recent EU survey highlighted how only 1 in 5 influencers Middle East Phone Number List correctly reports their social content as advertising. There has therefore been talk of "squeeze on influencers" with a negative meaning in relation to the Guidelines: however, these innovations can translate into good news for agencies and for those who work in the field of influencer marketing: let's see why and what changes . What is influencer marketing: the new AGCOM definition AGCOM no longer considers influencers only as digital communication media and advertising professionals, but as publishers, providers of audiovisual media services , carrying out an activity completely similar to that of radio and television as they entertain, inform, educate or generate income, with an editorial responsibility . As such, for the Authority they must comply with the TUSMA or the Consolidated Law on Audiovisual and Radio Media Services.
The end user, in fact, must be able to recognize when he is faced with promotional content and understand whether to believe the content creator or not: just like when there is an advertisement on television and he decides whether to watch it or change the channel . How to understand to whom the rules apply: the requirements indicated in the Guidelines Influencers and the agencies that manage them, dealing with their contracts and acting as intermediaries with companies, must have a clear understanding of the scope of possibilities and limits of the profession . To know this, it is useful to know which activities the influencer carries out (commercial communication/advertising or general communication) and which requirements he/she possesses among those indicated in the Guidelines, namely: have 1 million or more followers in total , considering all the platforms covered; exceed the average 2% engagement rate in the last six months, at least on one platform; have at least 24 sponsored pieces of content in the last year.