Italy's AGCOM rules for creators and influencers, updated March 2026. Thresholds, disclosure, gifted content, penalties. A compliance guide for international brands. (162 → needs trim to 155, proposal: AGCOM influencer rules in Italy, updated March 2026. Thresholds, disclosure, gifted, penalties. A compliance guide for international brands.

The choice between micro and macro influencers depends strictly on your campaign goals. Macro-influencers offer massive reach for broad brand awareness. Conversely, micro-influencers drive higher engagement, authentic niche relevance, and significantly better conversion rates at a lower cost per acquisition (CPA).

For e-commerce brands, influencer marketing is not a brand awareness play. It is a sales channel. The brands that treat it as one, with the same tracking discipline and performance mindset as paid social, see measurable returns. The ones that treat it as PR spend money and guess at results.