Agcom: 2 Million Euro Fines for Content Creators

The Italian Communications Regulatory Authority (Agcom) has imposed significant fines totaling 2 million euros on several content creators. This measure, which marks an important step in the regulation of gambling-related advertising, was adopted in accordance with Article 9 of Legislative Decree No. 87 of 12 July 2018, known as the Dignity Decree.

Sanctions and Their Context

The new measures concern 21 sanctions issued against individuals who manage accounts on video sharing platforms. These creators had published promotional content related to games and bets with cash prizes on platforms such as TikTok, YouTube, Instagram, Facebook, X and Twitch. Agcom said the proceedings were concluded between the end of 2023 and the beginning of 2024.

Agcom has clarified that the ban does not only apply to those who directly create the advertising, but also involves the clients, the means used to spread it and the organizers of the events or demonstrations. All these subjects are held responsible for the violations. The amount of the fine is calculated as 20% of the value of the illegal advertising, but cannot be less than 50,000 euros for each violation.

Future Prospects

This action by Agcom represents an attempt to protect consumers from misleading and potentially harmful forms of gambling-related advertising. With the increasing influence of social media on daily life, it is essential to ensure adequate regulation to protect the public. The growing focus on content creators’ responsibility could lead to greater awareness of content published online. Authorities could further intensify monitoring of digital platforms to prevent further violations in the future. In an ever-evolving landscape like social media, it will be interesting to see how regulations adapt to the new realities and emerging challenges in the digital advertising space.