The Digital Chart is the regulation made by the IAP (Institute of Advertising Self-Discipline) that establishes rules to ensure transparency and recognizability of online commercial communication, with a strategic focus on influencer marketing.
This document represents an essential reference standard for all companies, brands, agencies and, of course, for the influencers themselves involved in digital communication activities.
Origins and purpose of the Digital Chart
First introduced in 2016, and updated several times (the latest version is from October 2024), the Digital Chart was born out of the need to provide concrete answers to two basic needs in the digital market:
- Always make promotional versus informational or personal content clear and distinct
- Protect the end user from hidden advertising and foster a relationship of trust between companies, influencers and consumers
With the Digital Chart, the IAP has integrated its Code of Self-Discipline, making the rules no longer mere suggestions, but binding for all those who choose to adhere to the Italian advertising self-disciplinary system.
What the Digital Chart is for
The main goal of the Digital Chart is to provide:
- A survey of the most popular forms of online marketing communication: influencer marketing, native advertising, advergame, in-app advertising.
- Clear and operational rules to make the advertising nature of this content immediately obvious to any user, without them having to take any additional actions (scroll, click, etc.) to figure it out.
Scope of application
The Digital Chart applies to all forms of digital commercial communication involving:
- Influencers and celebrities
- Blogs and content sharing platforms
- Social media and websites
- Podcasts and digital audio
Fundamental principles of the Digital Chart
1. Recognizability of commercial communication
Any message for promotional purposes must be immediately recognizable as such by the user. Suggested ways include:
- Insert wording such as “Advertisement,” “Sponsored by…brand,” “Promoted by…brand” in the initial part of the post or description.
- Use clear hashtags such as #advertising, #sponsored, #ad within the first three in the list
- In the case of simply sending products, state “product sent by…”
2. Transparency in relationships between brands and influencers
When a commissioning relationship (contract, compensation, benefits) exists between the influencer and the brand, this relationship must be uniquely stated, even when reposting or sharing the content on other platforms.
Even in the absence of a direct agreement, if the influencer enjoys benefits from a brand (e.g., vacations, meals, significant gifts), he or she must still include a disclaimer highlighting the benefit received.
3. Continuing education and best practices
The Digital Chart is reviewed periodically, to incorporate the evolution of digital communication modes, new platforms, and international best practices.
It is now considered one of the most advanced solutions in Europe for ensuring fairness in digital advertising and influencer marketing.
The role of the Digital Chart in the AGCOM guidelines
AGCOM, in its latest regulation on influencer marketing, officially recognized the Digital Chart as an operational benchmark for identifying when online commercial content should be declared as advertising, incorporating it into its guidelines.
This alignment enshrines the central role of the Digital Chart in the relationship of AGCOM and influencer marketing.
Operational benefits for enterprises
Adopting the Digital Chart rules enables those who invest in digital communication to:
- Reduce the risk of penalties for misleading or surreptitious advertising
- Protect corporate reputation by enhancing the transparency of one’s marketing activities
- Improve the fiduciary relationship with the public and consumers
The Digital Chart is now the reference standard in Italy for anyone working with influencer marketing, native and web advertising, ensuring transparent rules, shared standards and, above all, practical tools to distinguish real communication from disguised advertising content.
Being fully compliant with the Digital Chart is not only a regulatory requirement, but is an essential competitive and reputational advantage for any digitally active company.