Rome, 24 July. (LaPresse) – Agcom has adopted the Influencer Code of Conduct. The aim is to provide simple and directly applicable rules for content creators to protect their profession and users. Thanks to the contribution of all parties involved, including trade and consumer associations, representatives of the advertising sector and industry professionals, a number of key elements have been established, according to a statement by Agcom commissioner Massimiliano Capitanio. The Code applies to “significant” influencers, i.e. those who have 500,000 followers or one million views. These professionals are comparable to TV broadcasters and therefore have full editorial responsibility. An official Agcom register has been set up for these professionals, who must register within six months of the Code's publication. The rules that influencers must follow when publishing their content concern: the accuracy and impartiality of information, respect for human dignity, combating hate speech, the protection of minors and copyright, and transparency in commercial communications with a direct reference to the “Digital Chart”, the self-regulatory code promoted by the IAP. Failure to comply with the rules set out in the Code will result in penalties of up to €250,000, which may rise to €600,000 in the event of a breach of child protection. This is a decisive step in building a new balance between freedom of expression, user rights and the responsibility of digital creators: influencer marketing is coming of age.