• Areas of expertise
  • |
  • About me
  • |
  • Principles as a lawyer
  • Tel: 03322 5078053
  • |
  • info@itmedialaw.com
ITMediaLaw - Rechtsanwalt Marian Härtel
  • en English
  • de Deutsch
  • About lawyer Marian Härtel
    • About lawyer Marian Härtel
      • Ideal partner
      • About lawyer Marian Härtel
      • Video series – about me
      • Why a lawyer and business consultant?
      • Principles as a lawyer
      • Focus on start-ups
      • Nerd und Rechtsanwalt
      • Ideal partner
      • How can I help clients?
    • Über die Kanzlei
      • How clients benefit from my network of colleagues, partners and service providers
      • Quick and flexible access
      • Agile and lean law firm
      • Team: Saskia Härtel – WHO AM I?
      • Price overview
    • How can I help clients?
    • Sonstige Informationen
      • Einwilligungen widerrufen
      • Privatsphäre-Einstellungen ändern
      • Historie der Privatsphäre-Einstellungen
      • Privacy policy
    • Testimonials
    • Imprint
  • Leistungen
    • Focus areas of attorney Marian Härtel
      • Support with the foundation
      • Games law consulting
      • Advice in e-commerce
      • Support and advice of agencies
      • Legal advice in corporate law: from incorporation to structuring
      • Legal compliance and expert opinions
      • Streamers and influencers
      • Cryptocurrencies, Blockchain and Games
      • Outsourcing – for companies or law firms
    • Arbeitsschwerpunkte
      • Games and esports law
        • Esports. What is it?
      • Corporate law
      • IT/IP Law
      • Consulting for influencers and streamers
        • Influencer & Streamer
      • Contract review and preparation
      • DLT and Blockchain consulting
        • Blockchain Overview
      • Investment advice
      • AI and SaaS
  • Artikel/News
    • Langartikel / Guides
    • Law and computer games
    • Law and Esport
    • Law on the Internet
    • Blockchain and web law
    • Online retail
    • Data protection Law
    • Copyright
    • Competition law
    • Copyright
    • EU law
    • Law on the protection of minors
    • Labour law
    • Tax
    • Kanzlei News
    • Other
  • Videos/Podcasts
    • Videos
    • Podcast
      • ITMediaLaw Podcast
      • ITMediaLaw Kurz-Podcast
  • Knowledge base
  • Contact
Kurzberatung
  • About lawyer Marian Härtel
    • About lawyer Marian Härtel
      • Ideal partner
      • About lawyer Marian Härtel
      • Video series – about me
      • Why a lawyer and business consultant?
      • Principles as a lawyer
      • Focus on start-ups
      • Nerd und Rechtsanwalt
      • Ideal partner
      • How can I help clients?
    • Über die Kanzlei
      • How clients benefit from my network of colleagues, partners and service providers
      • Quick and flexible access
      • Agile and lean law firm
      • Team: Saskia Härtel – WHO AM I?
      • Price overview
    • How can I help clients?
    • Sonstige Informationen
      • Einwilligungen widerrufen
      • Privatsphäre-Einstellungen ändern
      • Historie der Privatsphäre-Einstellungen
      • Privacy policy
    • Testimonials
    • Imprint
  • Leistungen
    • Focus areas of attorney Marian Härtel
      • Support with the foundation
      • Games law consulting
      • Advice in e-commerce
      • Support and advice of agencies
      • Legal advice in corporate law: from incorporation to structuring
      • Legal compliance and expert opinions
      • Streamers and influencers
      • Cryptocurrencies, Blockchain and Games
      • Outsourcing – for companies or law firms
    • Arbeitsschwerpunkte
      • Games and esports law
        • Esports. What is it?
      • Corporate law
      • IT/IP Law
      • Consulting for influencers and streamers
        • Influencer & Streamer
      • Contract review and preparation
      • DLT and Blockchain consulting
        • Blockchain Overview
      • Investment advice
      • AI and SaaS
  • Artikel/News
    • Langartikel / Guides
    • Law and computer games
    • Law and Esport
    • Law on the Internet
    • Blockchain and web law
    • Online retail
    • Data protection Law
    • Copyright
    • Competition law
    • Copyright
    • EU law
    • Law on the protection of minors
    • Labour law
    • Tax
    • Kanzlei News
    • Other
  • Videos/Podcasts
    • Videos
    • Podcast
      • ITMediaLaw Podcast
      • ITMediaLaw Kurz-Podcast
  • Knowledge base
  • Contact
ITMediaLaw - Rechtsanwalt Marian Härtel
Home Law on the Internet

Influencer Marketing and the Law in Italy

7. November 2022
in Law on the Internet
Reading Time: 3 mins read
0 0
A A
0
influencers 3151032 1920

The following article was originally written by Andrea Rizzi from www.insightlegal.it and will be published here in German and in an adapted version after agreement by me.

In June 2019, Italy’s consumer protection agency AGCM ruled on the first influencer marketing case involving Italian flagship airline Alitalia, fashion group Aeffe (owner of the Alberta Ferretti brand) and several Italian influencers. AGCM is investigating these parties because it was alleged that certain influencer marketing campaigns conducted by them could be classified as “hidden advertising,” in violation of the Italian Consumer Code.

The proceedings ended without fines and with AGCM accepting certain strict undertakings from the parties under investigation. The standards set forth in this decision are to be considered the Italian regulatory standards for influencer marketing.

If you are a business looking to run an influencer marketing campaign for consumers based in Italy, it would be wise to ensure that any agreements you enter into, either directly or through an agency, are reviewed to ensure compliance with the standards set by AGCM. Only in this way you will avoid being exposed to risks, because the violation of the Italian Consumer Code can result in fines ranging from 5,000 euros to 5,000,000 euros.

WHAT WAS THE DECISION ABOUT?

The case concerned posts by influencers on social networks in which the influencers wore clothing that also displayed Alitalia trademarks and logos. AGCM considered these posts to be intentional representations of Alitalia’s trademarks and logos with clear promotional intent, with no indication of the promotional nature of the content.

WHAT DO THE PARTIES INVOLVED COMMIT TO?

The obligations of the respective parties can be summarized as follows:

1. Alitalia – the owner of the brand that was displayed with advertising intent in the posts of the Influencers – has committed:

i) Educate the management of the company working with influencer marketing on the importance of ensuring transparency in all advertising to avoid “hidden advertising” practices;
(ii) adopt specific corporate policies that provide for rules of conduct that must be complied with by Influencers (and incorporated into the relevant agreements) and that trigger contractual sanctions in the event of a breach;
iii) Include in co-marketing agreements and, in general, in all trademark license agreements that have a promotional purpose, a standard clause obliging the business partner/licensee to take appropriate measures to avoid “hidden advertising” and providing for the application of a sanction for violations of this clause, in addition to the licensor’s right to terminate the agreement.

2. Aeffe – the company that supplies the branded items (by Alberta Ferretti) displayed in the influencers’ posts – obliged:

i) distribute appropriate information to influencers accompanying future products, in a language understood by the influencer, explaining the Italian advertising transparency requirements and how to comply with them;
ii) communicate the same notice under (i) also to influencers who have already received products;
iii) include in agreements with influencers a clause that provides for the influencer’s obligation to comply with the advertising transparency requirements set out in the agreement and the application of a sanction in case of breach of this transparency clause, giving Aeffe the right to terminate the agreement;
iv) monitor compliance with the obligation under point (iii).

3. influencers generally committed to include appropriate message highlighting (e.g., using specific hashtags) when products displayed in their posts/content were sent to them as giveaways (e.g..e.g., #suppliedby–; #–gift; #loanedby–) or included in their posts pursuant to a sponsorship agreement (e.g., #ad; #sponsoredby–) and generally make it clear to viewers whether there is product placement or paid/commissioned communication with brand names/logos in the particular post/content.

Tags: ConsumerConsumer protectionInfluencerInformationLawsLizenzManagementmarketingRegulationSanctionSponsor

Beliebte Beträge

Legally compliant contract drafting for software development on no-code platforms

Legally compliant contract drafting for software development on no-code platforms
26. April 2025

No-code and low-code platforms enable start-ups and agencies to develop software and digital products quickly and without in-depth programming knowledge....

Read moreDetails

Automated pricing and dynamic pricing in e-commerce

automatisierte preisgestaltung und dynamic pricing im ee28091commerce 1
2. April 2025

In the digital economy, automated pricing and dynamic pricing strategies are now part of everyday life. Whether for online shopping,...

Read moreDetails

Growth hacking and viral marketing – legal requirements

growth hacking und virales marketing juristische anforderungen 1
1. April 2025

Growth hacking and viral marketing promise start-ups rapid growth and a wide reach with a low budget. In the digital...

Read moreDetails

Liability of website operators for user comments – When and how operators are responsible for their users’ content

Creating contracts with face models and voice models: A guide for the gaming industry
15. March 2025

Introduction The responsibility of website operators for user-generated content has become much more important in recent years, both in case...

Read moreDetails

AI editing of OnlyFans content & Instagram campaigns: Important legal tips!

ai generated g63ed67bf8 1280
23. February 2025

Copyright and original material Copyright regulations protect the intellectual property of those who create photo and video material. The OnlyFans...

Read moreDetails

Digitalization and contract law: Electronic signature in accordance with the eIDAS Regulation

Digitalization and contract law: Electronic signature in accordance with the eIDAS Regulation
3. March 2025

Introduction: Digitalization and modern contract law Advancing digitalization is changing all business processes, especially in the area of contract design....

Read moreDetails

Liability under Art. 82 GDPR for sending forged invoices!

Liability under Art. 82 GDPR for sending forged invoices!
17. February 2025

Recently, I have been able to successfully represent my clients in several similar cases that were affected by security breaches...

Read moreDetails

Right of reply on social media: Differences and comparison to press law

Right of reply on social media: Differences and comparison to press law
11. February 2025

The right of reply is a key instrument in the German legal system that enables those affected to respond to...

Read moreDetails

Schleswig-Holstein Higher Regional Court: Liability for falsified e-mails with invoices

E-invoicing obligation from 2025: BMF specifies requirements
5. February 2025

Recently, I have been working on a large number of cases involving hacked email servers and relevant financial amounts. Invoices...

Read moreDetails

5.0 60 reviews

  • Avatar Lennart Korte ★★★★★ vor 2 Monaten
    Ich kann Herrn Härtel als Anwalt absolut weiterempfehlen! Sein Service ist erstklassig – schnelle Antwortzeiten, effiziente … Mehr Arbeit und dabei sehr kostengünstig, was für Startups besonders wichtig ist. Er hat für mein Startup einen Vertrag erstellt, und ich bin von seiner professionellen und zuverlässigen Arbeit überzeugt. Klare Empfehlung!
  • Avatar R.H. ★★★★★ vor 3 Monaten
    Ich kann Hr. Härtel nur empfehlen! Er hat mich bei einem Betrugsversuch einer Krypto Börse rechtlich vertreten. Ich bin sehr … Mehr zufrieden mit seiner engagierten Arbeit gewesen. Ich wurde von Anfang an kompetent, fair und absolut transparent beraten. Trotz eines zähen Verfahrens und einer großen Börse als Gegner, habe ich mich immer sicher und zuversichtlich gefühlt. Auch die Schnelligkeit und die sehr gute Erreichbarkeit möchte ich an der Stelle hoch loben und nochmal meinen herzlichsten Dank aussprechen! Daumen hoch mit 10 Sternen!
  • Avatar P! Galerie ★★★★★ vor 4 Monaten
    Herr Härtel hat uns äusserst kompetent in einen lästigen Fall mit META betreut. Er war effizient, beharrlich, aber auch mit … Mehr uns geduldig. Menschlich top, bis wir am Ende Dank ihm erfolgreich zum Ziel gekommen sind. Können wir wärmstens empfehlen. Und nochmals danke. P.H.
  • Avatar Philip Lucas ★★★★★ vor 8 Monaten
    Wir haben Herrn Härtel für unser Unternehmen konsultiert und sind äußerst zufrieden mit seiner Arbeit. Von Anfang an hat … Mehr er einen überaus kompetenten Eindruck gemacht und sich als ein sehr angenehmer Gesprächspartner erwiesen. Seine fachliche Expertise und seine verständliche und zugängliche Art im Umgang mit komplexen Themen haben uns überzeugt. Wir freuen uns auf eine langfristige und erfolgreiche Zusammenarbeit!
  • Avatar Doris H. ★★★★★ vor 10 Monaten
    Herr Härtel hat uns bezüglich eines Telefonvertrags beraten und vertreten. Wir waren mit seinem Service sehr zufrieden. Er … Mehr hat stets schnell auf unsere E-mails und Anrufe reagiert und den Sachverhalt einfach und verständlich erklärt. Wir würden Herrn Härtel jederzeit wieder beauftragen.Vielen Dank für die hervorragende Unterstützung
  • Avatar Mikael Hällgren ★★★★★ vor einem Monat
    I got fantastic support from Marian Härtel. He managed to get my wrongfully suspended Instagram account restored. He was … Mehr incredibly helpful the whole way until the positive outcome. Highly recommended!
  • Avatar Mosaic Mask Studio ★★★★★ vor 5 Monaten
    Die Kanzlei ist immer ein verlässlicher Partner bei der Sichtung und Bearbeitung von Verträgen in der IT Branche. Es ist … Mehr stets ein professioneller Austausch auf Augenhöhe.
    Die Ergebnisse sind auf hohem Niveau und haben die interessen unsers Unternehmens immer bestmöglich wiedergespiegelt.
    Vielen Dank für die sehr gute Zusammenarbeit.
  • Avatar Philipp Skaar ★★★★★ vor 8 Monaten
    Als kleines inhabergeführtes Hotel sehen wir uns ab und dann (bei sonst weit über dem Durchschnitt liegenden Bewertungen) … Mehr der Herausforderung von aus der Anonymität heraus agierenden "Netz-Querulanten" gegenüber gestellt. Herr Härtel versteht es außerordentlich spür- und feinsinnig, derartige - oftmals auf Rufschädigung ausgerichtete - Bewertungen bereits im Keim, also außergerichtlich, zu ersticken und somit unseren Betrieb vor weiteren Folgeschäden zu bewahren. Seine Umsetzungsgeschwindigkeit ist beeindruckend, seine bisherige Erfolgsquote = 100%.Ergo: Unsere erste Adresse zur Abwehr von geschäftsschädigenden Angriffen aus dem Web.
  • ●
  • ●
  • ●
  • ●

Video-Galerie

What really makes me happy
What really makes me happy
AI-generated videos - curse or blessing?
AI-generated videos – curse or blessing?
Legal challenges for start-ups
Legal challenges for start-ups
Joint controllership

Joint controllership

16. October 2024

Joint controllership, or joint responsibility within the meaning of the General Data Protection Regulation (GDPR), is a concept that refers...

Read moreDetails
873791ae540d259b4d4959867dfb8097

Burden of proof

10. November 2024
Authorized signatory

Authorized signatory

26. June 2023
LG Munich: Focus doctors seal is misleading

Federal constitutional court

25. June 2023
lawyer is providing information about the client s 2022 10 06 05 57 37 utc

Requirements specification / specifications

26. June 2023

Podcast Folgen

Die Romantisierung des Prinzips ‘Fail Fast’ in Startups – Wann wird Scheitern zur Täuschung gegenüber Beteiligten?

Die Romantisierung des Prinzips ‘Fail Fast’ in Startups – Wann wird Scheitern zur Täuschung gegenüber Beteiligten?

20. April 2025

In diese Episode wird die komplexe Beziehung zwischen dem 'Fail Fast'-Prinzip und den Verantwortlichkeiten der Gründer gegenüber Investoren und Mitarbeitern...

Rechtliche Risiken bei langen Entwicklungszeiten und der Stornierung von Crowdfundingspielen

Rechtliche Risiken bei langen Entwicklungszeiten und der Stornierung von Crowdfundingspielen

20. April 2025

In dieser Episode erörtern wir die rechtlichen Herausforderungen, denen Spieleentwickler bei der Finanzierung durch Crowdfunding gegenüberstehen. Wir beleuchten die Verpflichtungen...

Rechtliche Herausforderungen im Gaming-Universum: Ein Leitfaden für Entwickler, Esportler und Gamer

Was wird 2025 für Startups juristisch bringen? Chancen? Risiken?

24. January 2025

In dieser spannenden Episode des itmedialaw-Podcasts tauchen wir tief in die rechtlichen Entwicklungen ein, die die Startup-Welt im Jahr 2025...

Rechtliche Beratung für Startups – Investitionen, die sich lohnen

Rechtliche Beratung für Startups – Investitionen, die sich lohnen

17. November 2024

In dieser Episode des ITmedialaw.com Podcasts dreht sich alles um die Bedeutung rechtlicher Beratung für Startups. Host Marian Härtel spricht...

  • Home
  • Imprint
  • Privacy policy
  • Terms
  • Agile and lean law firm
  • Ideal partner
  • Contact
  • Videos
Marian Härtel, Rathenaustr. 58a, 14612 Falkensee, info@itmedialaw.com

Marian Härtel - Rechtsanwalt für IT-Recht, Medienrecht und Startups, mit einem Fokus auf innovative Geschäftsmodelle, Games, KI und Finanzierungsberatung.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
  • Contact
  • Leistungen
    • Support with the foundation
    • Focus areas of attorney Marian Härtel
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Games law consulting
    • Support and advice of agencies
    • Legal advice in corporate law: from incorporation to structuring
    • Cryptocurrencies, Blockchain and Games
    • Investment advice
    • Booking as speaker
    • Legal compliance and expert opinions
    • Legal advice in corporate law: from incorporation to structuring
    • Contract review and preparation
  • About lawyer Marian Härtel
    • About lawyer Marian Härtel
    • Agile and lean law firm
    • Focus on start-ups
    • Principles as a lawyer
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Why a lawyer and business consultant?
    • Focus on start-ups
    • How can I help clients?
    • Team: Saskia Härtel – WHO AM I?
    • Testimonials
    • Imprint
  • Videos
    • Video series – about me
    • Information videos – about Marian Härtel
    • Videos on services
    • Blogpost – individual videos
    • Shorts
    • Third-party videos
    • Podcast format
    • Other videos
  • Knowledge base
  • Podcast
  • Blogposts
    • Lange Artikel / Ausführungen
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Labour law
    • EU law
    • Corporate
    • Competition law
    • Copyright
    • Tax
    • Internally
    • Other
  • en English
  • de Deutsch
Kostenlose Kurzberatung