After investigations against fashion influencer Chiara Ferragni, the desire for new, stricter rules for busy Instagrammers, TikTokers & Co. is growing. in Italy.
They are usually enviably young, sexy and dashing (usually significantly “beautified” with the help of a filter, slimmed down or at least heavily retouched), are sporty and active, love animals, have a healthy lifestyle, manage the household, the children and work with “left hand” and often place “for a good cause”. And all influencers have something else in common: they celebrate their followers.
They have to, this is not just because of pure fan love. Bloggers, vloggers, Instagrammers and the like not only tend to exaggerate their self-portraits, they are also extremely addicted to entrepreneurship. Sorry, business minded. And many earn well. Correct intestine.
Self-marketing with the aim of profitable (side) income is very popular with all trendsetters, regardless of whether they are interested in fashion, sports, make-up, low-fat tea, plastic-free baby toys, trendy travel destinations (of course in combination with free hotel stays with all comfort and all extras on site), a vegan lifestyle or cruelty-free cosmetics.
Self-management is her daily bread; Collaborations with well-known companies and trendy start-ups have long been common and many posts are intended solely to encourage fans, followers and (potential) customers to buy products presented or used and hyped ‘in their daily routine’ – or to enjoy free services, products or holidays yourself.
But this effective and lucrative business practice is not always labeled. Not every advertisement is shown; the same goes for collaborations. This will soon be a thing of the past, at least in Italy.
After the scandal surrounding fashion businesswoman Chiara Ferragni due to unfair competition, stricter rules must now apply to influencers.
The Italian Authority Responsible for Communications (Agcom) has now decided that the Audiovisual Media Services Act should in principle also apply to influencers, as they, like other media, create, produce and distribute audiovisual content through sharing platforms of videos and social media.
Influencers who do not make their advertising immediately recognizable in their videos risk a fine of up to 600,000 euros. The guidelines apply to those influencers who, among other things, reach at least one million followers on the various platforms.
Source: Krone
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