The “creator’s economy” has lately gained increasing relevance in the commercial and communication landscape, bringing forth the necessity for adequate legal regulation. An important step towards the acknowledgement of the influencer profession has been taken by introducing Ateco code 73.11.03 regarding influencer marketing and content creation activities, in force from April 1st. This change marks the urgency of establishing clear rules that guarantee the transparency and correctness of information disseminated through social media.

“The influencer’s activity can be allocated to different legal categories depending on how it is carried out and on the type of collaboration with companies – pointed out Cristina Mazzamauro of Tonucci & Partners on ItaliaOggiSette, weekly magazine of ItaliaOggi dealing with professionals and business issues – The legislation is not yet suitable to the new digital professions; therefore, its classification is based on traditional contractual legal categories. The fast evolution of the digital market makes specific regulation necessary, in order to provide supervision of social platforms and AI-generated content. Furthermore, it would be useful to introduce a certification system for professional influencers, necessary to protect customers by guaranteeing transparency and by promoting ethical standards in social storytelling”.

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