Creator economy, shared rules and a social security pact for the new professions

A single trade association, Ace-association creator economy, born from the merger between Aicdc and AssoInfluencer. A contribution pact between Inps and content creators to spread the culture of welfare and valorise new professionalism. An Agcom list to which relevant influencers can and must subscribe, in the name of transparency and a framework of certain rules and shared rules to protect users and consumers. The first national symposium on the creator economy, which took place yesterday in Milan, with the participation of the president of Inps, Gabriele Fava, and the commissioner of Agcom, Massimiliano Capitanio, highlighted the value of a sector that from passion has become an industry. In Italy, the creator economy is worth four billion, accounts for more than 60% of total online advertising revenue and has an employment impact of 52 thousand full-time equivalent jobs.

"The creator economy sector has become one of the vital centres of contemporary work. It moves languages, informs millions of people and grows with a speed that no institution can ignore. There are three hundred million professionals in the world, destined to exceed 550 million by 2027, and in Italy a large part of brands entrust their communication to them,' Fava commented, recalling that Inps has begun to recognise their pension and tax profile with an initial classification. 'We must continue with rigour, listening and adequate protection, because such a lively sector deserves a clear framework that is up to its role'.

An appeal to create a pact between generations and institutions, and to listen to the requests of the sector and work together to convey the Inps campaigns, came from the deputy director general, Antonio Pone: 'It is a path that began in 2025, with Circular 44: a first moment of orientation for these new professions. The collaboration was consolidated thanks to interactions with Ace, which allowed us to put together a set of Faqs, recurring questions posed by operators in the sector, agents, brands, agencies and influencers, regarding the application of the circular. We have grouped them together to provide answers that represent a correct reading of the circular'. The public output 'Faq code of conduct 2026' will in fact be made available by Ace by March as an operational tool for the industry.

Alongside the social security and tax aspects, regulation is also confirmed: the deliberation Agcom 197/25 has kicked off the web form for registration on the list of relevant influencers (there is time until Thursday 5 February), i.e. those subjects who disseminate content to the public in return for payment of a fee in money or in products, services, benefits and who reach a certain number of subscribers or views on at least one of the platforms used. "The influencer guidelines and code of conduct are the result of shared work with the industry. It is not censorship, but protection of users, especially minors and consumers, through clear rules on transparency and fairness of content. It is also a recognition of the profession of influencer, which enhances those who work responsibly and reinforces trust in the digital ecosystem," Capitanio concluded.