In this article, Prof. Avv. Alessandro del Ninno analyses the new regulatory framework aimed at regulating the activities of human and virtual influencers (the so-called Influencer marketing phenomenon is in fact increasingly characterised by virtual characters created and managed by Artificial Intelligence).

From the Government proposal to the Agcom Guidelines; from the framework of EU regulatory initiatives to the IAP's Digital Chart, the article offers a practical overview of the regulatory and technical obligations for so-called digital entrepreneurs.