Interview to Vincenzo Guggino

In a digital age where advertising evolves faster than regulations can keep up, maintaining transparency and protecting consumers online has never been more critical. New technologies like artificial intelligence are transforming the way brands communicate, but they also raise new ethical and regulatory questions.

To unpack how the industry is navigating this shifting landscape, we spoke with Vincenzo Guggino, General Secretary of IAP – the Italian Advertising Self-Regulation Institute, which has been shaping the standards of responsible advertising since 1966. From influencer marketing to AI-driven monitoring, here’s how the IAP is helping build a more transparent and trustworthy digital ecosystem.

Since 1966, the IAP has set the ethical framework for responsible advertising in Italy through its Code of Self-Regulation in Commercial Communication. This code, supported by major industry players, safeguards consumers while promoting fair competition.

To ensure these standards are upheld, two independent expert bodies review advertising content. If a campaign is found to violate the code, the IAP can order its immediate suspension—often before it even gains significant exposure. All decisions are published on www.iap.it, reinforcing the institute’s commitment to public transparency.

Recognizing the fast pace of digital media, the IAP launched the Digital Chart in 2016—a set of guidelines to clearly distinguish online advertising from organic content. These rules became mandatory in 2019 and now apply to a broad spectrum of formats, including influencer endorsements, native ads, in-app promotions, and advergames.

The Digital Chart is a living document, constantly evolving to keep pace with emerging technologies and new advertising trends. Its purpose is simple but vital: to make promotional content clearly identifiable, regardless of the platform.

At IAP, we believe that digital advertising—especially in the influencer marketing space—requires not only clear regulations but also a strong cultural and educational push.

That’s why we’ve rolled out several awareness initiatives to promote transparency and credibility online. Back in 2017, shortly after releasing the Digital Chart, we produced a concise explainer video that laid out the basics of ethical influencer promotion. A follow-up campaign introduced key hashtags like #ad, #sponsored, and #inpartnershipwith, emphasizing their role in ensuring that promotional content is properly disclosed.

More recently, we launched a campaign highlighting the risks of non-transparency—how failing to clearly label sponsored content can erode trust and damage a creator’s credibility.

On the educational front, we’ve hosted dedicated webinars as part of a broader project focused on responsible advertising in niche sectors. Influencer marketing is one of our key focus areas—precisely because of its rapid growth and influence on younger audiences.

Digital advertising has radically altered the scenario of advertising in relation to two specific units of measurement: size and speed. The entry into the field of a multiplicity of “communicators” on a size scale incomparable to that of the so-called classical media means that the task of the “regulators” also called upon to exercise enforcement, is particularly challenging. As is also the setting of rules for a market in which formats and technicalities travel with a remarkable speed of change.

Precisely to provide an effective response to these challenges, in January 2022 the IAP began using a search and intelligence tool powered by Artificial Intelligence algorithms. The platform, through the input of specific keywords, allows content to emerge that is subsequently evaluated with human intervention in relation to the issue of transparency and correctness of the message.

This hybrid approach—tech-assisted, human-verified—helps us stay ahead in an industry where advertising formats and techniques are evolving by the minute. The goal remains the same: to ensure that marketing content is transparent, honest, and respectful of consumers—no matter who’s behind the screen.