Chiara Ferragni, a model and influencer, faced an image crisis after a charity event she organised did not go as planned. She had pledged a significant amount to a paediatric hospital, but the amount transferred was much less than promised. As a result, the Italian Autorita' Garante della Concorrenza e del Mercato (equivalent of Polish UOKiK) introduced new regulations in response to the issue.

The new regulations regarding sponsored content and influencer marketing are now in effect, and they apply to the most prominent influencers with more than one million followers on social media. To comply with the latest rules, sponsored content must now be clearly labelled in writing, and influencers must also remember to respect fundamental human rights.

According to reports from Nowy Marketing, the Autorita' Garante della Concorrenza e del Mercato began working on these new regulations before the Chiara Ferragni media crisis outbreak. The need for the publication of these regulations is linked to the "growing importance and spread of the activity of influencers, who create, produce and distribute audiovisual content to the public and bear editorial responsibility for it".

Under the new rules, charity collaborations will also be subject to changes. These regulations aim to increase transparency in influencer marketing and ensure that consumers are not misled by sponsored content.

Source: Nowy Marketing