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Autorità Garante della Concorrenza e del Mercato

influencer

AGCM ON INFLUENCER MARKETING: ADVERTISING MUST ALWAYS BE CLEARLY RECOGNIZABLE

AGCM is currently investigating influencer marketing practices carried out on social media.

Influencer marketing consists in the posting on blogs, vlogs and social networks (such as Facebook, Instagram, Twitter, YouTube, Snapchat, Myspace) of photos, videos, and comments by bloggers and influencers (i.e. online celebrities having a large number of followers), showing support or approval of specific brands (i.e. giving an endorsement), thus generating an advertising effect, without making clear to consumers the commercial intent of the communication.

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