To hire an influencer in Italy, shortlist creators whose recent posts reach your buyers, agree the price and ad rights in writing, make sure the post shows "pubblicità" or another approved label, and pay in stages.
The advertising rule in Italy
Italy's advertising self-regulation body, IAP, publishes the Digital Chart. When an influencer receives a return from an advertiser, such as money, goods, invitations, or services, every post must clearly show "pubblicità" or "advertising". Alternatives are "promosso da [brand]", "sponsorizzato da [brand]", and "adv" or "ad" plus the brand. The label must be easy to read, with contrasting colours, a readable size, and enough time on screen, and it must stay if the content is reposted on another platform.
In January 2024 the communications authority AGCOM issued guidelines that apply the audiovisual media code's commercial communication rules, including the ban on hidden advertising, to "relevant" influencers: at least 1 million followers combined, at least 24 posts in the previous year, and 2% average engagement on at least one platform. AGCOM later proposed lowering the follower bar to 500,000 on at least one platform.
This is not legal advice. Check the current rules, and agree in your contract who adds the label and where.
What it costs
We do not have a Italy-specific rate table. As a guide, the median agreed fee for one collaboration in Kolect's 2026 campaigns (global, in US dollars) was $250 for creators under 10K followers, $400 for 10K to 100K, and $600 for 100K to 500K. Convert to euros at the day's rate and treat the number as a starting point for a negotiation.
To price one creator, use the influencer rate calculator.
Before you book
Ask for "pubblicità" or "advertising" in every piece of content, or "sponsorizzato da [brand]".
Ask for the label to stay on screen long enough to read, with good contrast.
Ask for the label to stay if the content is reposted on another platform.
With a large creator, ask whether the AGCOM rules apply to them.
How Antellio handles the deal
Creators connect their accounts, so the media kit shows live stats.
Contracts fix the scope, dates, and usage. Milestones track the work.
The brand funds escrow, and the money is released when you approve.
Fees: 5% when a brand adds money to a wallet, and 5% when a creator cashes out. Brand plans are Launch $0, Growth $60, and Scale $200 a month.
Questions
How much does it cost to hire an influencer in Italy?
We do not publish a Italy-specific figure. Global medians from Kolect's 2026 campaigns were $250, $400, and $600 for creators under 10K, 10K to 100K, and 100K to 500K followers, so convert to euros. Use the rate calculator for a specific creator.
Do influencer posts need a label in Italy?
Yes. The IAP Digital Chart says influencer posts made in return for money, goods, invitations, or services must clearly show a label such as "pubblicità" or "advertising". This is not legal advice.
Do the AGCOM influencer rules apply to small creators?
AGCOM's extra duties target large influencers above its thresholds, which it proposed lowering to 500,000 followers. The IAP Digital Chart label rule is written for any influencer who receives a return from an advertiser.
How do I pay a creator safely?
Put the scope, dates, usage, and price in a contract, and pay in stages. On Antellio the brand funds escrow and the money is released after you approve the work.