Rules and transparency are needed, especially when it comes to advertising, because influencers' activity is an activity that must take place within precise limits. This was established by the Communications Authority, which had already launched a public consultation on the topic last summer, well before, in short, the latest "Ferragni case" broke out.
The Authority's Council decided, "unanimously", that influencers will also essentially have to comply with the rules set out in the Consolidated Law on audiovisual media services. In fact, like other media, they create, produce and disseminate to the public "audiovisual content, over which they exercise editorial responsibility, via video sharing platforms and social media". The guidelines are addressed to those influencers who reach, among other things, at least one million followers on the various platforms or social media on which they operate and who «have exceeded on at least one platform or social media an average engagement rate value equal to or higher than 2%". That is to say that they aroused reactions from users, through comments or likes, in at least 2% of the contents published.
The provisions concern, in particular, measures regarding commercial communications, protection of fundamental human rights, minors and the values of sport. For example, in publications they must indicate writing that highlights the advertising nature of the content in a readily and immediately recognizable way.
The path that the guarantee body intends to follow is that of adopting a "code of conduct" which influencers will have to comply with and which will provide systems of transparency and recognisability. A technical table will open to write these rules.
(Unioneonline/ss)
