{"id":12155,"date":"2025-10-07T10:40:12","date_gmt":"2025-10-07T08:40:12","guid":{"rendered":"https:\/\/lfchannel.com\/?p=12155"},"modified":"2025-10-15T15:33:28","modified_gmt":"2025-10-15T13:33:28","slug":"new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/","title":{"rendered":"New \u201c2025 Advertising Code for Influencers\u201d in Spain: here are key points you need to know"},"content":{"rendered":"<p>[et_pb_section admin_label=&#8221;section&#8221;]<br \/>\n\t\t\t[et_pb_row admin_label=&#8221;row&#8221;]<br \/>\n\t\t\t\t[et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221;]In recent years, the phenomenon of <strong>influencer marketing<\/strong> has experienced unstoppable growth, both globally and locally. In Spain, <strong>it has become one of the most widely used marketing tools by brands<\/strong>, as demonstrated by the increase in investment over the past year, according to the <strong><a href=\"https:\/\/iabspain.es\/estudio\/estudio-de-inversion-publicitaria-en-medios-digitales-2024\/\" target=\"_blank\" rel=\"noopener\">Advertising Bureau Spain<\/a><\/strong> (IAB): +23.9% vs. 2023. The previous year saw similar growth, with +22.8% compared to 2022.<\/p>\n<p><strong>The rise of this trend has made it necessary to review and update the original code of conduct<\/strong>, launched in 2020 by the Spanish Association of Advertisers (AEA) and AUTOCONTROL, the national independent advertising self-regulatory organization. Over the last 5 years, new regulations and European directives have emerged that impact the influencer marketing sector and must be considered when engaging in these activities. Being able <strong><a href=\"https:\/\/lfchannel.com\/en\/the-return-on-investment-in-influencers\/\" target=\"_blank\" rel=\"noopener\">to measure ROI<\/a> <\/strong>should be just as important as complying with the legal side of these campaigns.<\/p>\n<p>Co-authored by IAB Spain, the association for advertising, marketing, and digital communication in Spain, <strong>this new version of the code includes all regulatory changes that affect audiovisual content creators or influencers, advertising and\/or marketing and\/or communication agencies<\/strong> offering these services. These agencies must inform influencers about the code, promote their potential adherence, and also include a requirement to comply with it in contracts.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Whats_new_in_this_updated_code%E2%80%94and_when_did_it_take_effect\" >What\u2019s new in this updated code\u2014and when did it take effect?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#A_broader_definition_of_advertising\" >A broader definition of advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Clearer_rules_for_identifying_advertising\" >Clearer rules for identifying advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Shared_responsibility_between_creators_and_agencies\" >Shared responsibility between creators and agencies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Greater_formalization_and_stricter_requirements\" >Greater formalization and stricter requirements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Increased_protection_for_minors\" >Increased protection for minors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lfchannel.com\/en\/new-2025-advertising-code-for-influencers-in-spain-here-are-key-points-you-need-to-know\/#Use_of_artificial_intelligence\" >Use of artificial intelligence<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Whats_new_in_this_updated_code%E2%80%94and_when_did_it_take_effect\"><\/span>What\u2019s new in this updated code\u2014and when did it take effect?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>The new \u201c2025 Advertising Code for Influencers\u201d entered into force on October 1, 2025, and is already available for consultation and download <\/strong><strong><a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\">here<\/a><\/strong><strong>.<\/strong> At LF Channel, we have thoroughly analyzed the document with the intention of presenting the main updates clearly and concisely, so you know what to consider from now on:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12170\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025-2-1-scaled.jpg\" alt=\"Infograf\u00eda sobre el nuevo c\u00f3digo de influencers 2025\" width=\"420\" height=\"690\" \/><\/p>\n<p style=\"text-align: center;\"><a href='https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025.pdf' class='small-button smallred' target=\"_blank\">Download the infographic here<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"A_broader_definition_of_advertising\"><\/span>A broader definition of advertising<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>From now on, <strong>product gifts, as well as experiences, event tickets, or services offered by brands to influencers, will be considered advertising<\/strong>, even when these are classified as payment in kind, regardless of the product or service\u2019s value.<\/p>\n<p>Thus, any mention or visual content related to a commercial brand aimed at promoting products or services\u2014and\/or disclosed in exchange for compensation\u2014will be considered advertising.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Clearer_rules_for_identifying_advertising\"><\/span>Clearer rules for identifying advertising<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Any advertising action or brand mention involving compensation must be labeled as \u201cadvertising\u201d or \u201cpaid partnership<strong>.\u201d Terms related to gifting, such as \u201cgift,\u201d \u201cgifted,\u201d or \u201cgifting,\u201d may no longer be used.<\/strong><\/p>\n<p>These disclosures must be clearly shown in the influencer\u2019s content, from the start\u2014not hidden in a long string of hashtags at the end of a post, or in tiny, nearly unreadable font in the corner of a video.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Shared_responsibility_between_creators_and_agencies\"><\/span>Shared responsibility between creators and agencies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Both the <strong>influencer and their management agency\u2014or the agency overseeing the campaign\u2014<\/strong>will be jointly responsible for any non-compliance. All parties involved are required to respect every aspect of this new code of conduct.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Greater_formalization_and_stricter_requirements\"><\/span>Greater formalization and stricter requirements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>All contracts established within the scope of a collaboration\u2014whether or not compensation is involved\u2014<strong>must explicitly state the commitment to comply with this code of conduct and all its implications.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Increased_protection_for_minors\"><\/span>Increased protection for minors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The regulations in this area are now stricter. A contract must be signed between the parents or legal guardians of the minor, and if the influencer is <strong>between 14 and 18 years old, the minor must also sign the agreement.<\/strong><\/p>\n<p>Additionally, any content promoted by minors must comply with general legal and ethical standards and with those of the relevant industry. It must not contain statements or visuals harmful to their physical, mental, or moral development.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_of_artificial_intelligence\"><\/span>Use of artificial intelligence<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>If the commercial communication is generated or substantially modified by artificial intelligence systems, all applicable legal requirements must be followed. <\/strong>Furthermore, necessary precautions must always be taken to ensure that the use of AI does not mislead consumers.<\/p>\n<p>Beyond these key points, we encourage anyone involved in digital influence or influencer management <strong><a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\">to consult the full code,<\/a><\/strong> as it includes detailed recommendations <strong>on how to label advertising content across all major social platforms.<\/strong><\/p>\n<p>Lastly, it\u2019s important to clarify that <strong>this is a voluntary code,<\/strong> and therefore not legally binding. However, non-compliance may still lead to complaints from any user or association, which could result in violations under laws such as the General Advertising Act, the Unfair Competition Act, or the General Audiovisual Communication Act.<\/p>\n<p>In more serious cases\u2014such as covert advertising or targeting minors\u2014beyond the reputational damage influencers and their agencies may suffer, those involved could face fines of up to \u20ac750,000, should the relevant authorities decide to take action.[\/et_pb_text][\/et_pb_column]<br \/>\n\t\t\t[\/et_pb_row]<br \/>\n\t\t[\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[et_pb_section admin_label=&#8221;section&#8221;] [et_pb_row admin_label=&#8221;row&#8221;] [et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221;]In recent years, the phenomenon of influencer marketing has experienced unstoppable growth, both globally and locally. In Spain, it has become one of the most widely used marketing tools by brands, as demonstrated by the increase in investment over the past year, according to the Advertising Bureau Spain (IAB): [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":12148,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"In recent years, the phenomenon of <strong>influencer marketing<\/strong> has experienced unstoppable growth, both globally and locally. In Spain, <strong>it has become one of the most widely used marketing tools by brands<\/strong>, as demonstrated by the increase in investment over the past year, according to the <strong><a href=\"https:\/\/iabspain.es\/estudio\/estudio-de-inversion-publicitaria-en-medios-digitales-2024\/\" target=\"_blank\" rel=\"noopener\">Advertising Bureau Spain<\/a><\/strong> (IAB): +23.9% vs. 2023. The previous year saw similar growth, with +22.8% compared to 2022.\r\n\r\n<strong>The rise of this trend has made it necessary to review and update the original code of conduct<\/strong>, launched in 2020 by the Spanish Association of Advertisers (AEA) and AUTOCONTROL, the national independent advertising self-regulatory organization. Over the last 5 years, new regulations and European directives have emerged that impact the influencer marketing sector and must be considered when engaging in these activities. Being able <strong><a href=\"https:\/\/lfchannel.com\/en\/the-return-on-investment-in-influencers\/\" target=\"_blank\" rel=\"noopener\">to measure ROI<\/a> <\/strong>should be just as important as complying with the legal side of these campaigns.\r\n\r\nCo-authored by IAB Spain, the association for advertising, marketing, and digital communication in Spain, <strong>this new version of the code includes all regulatory changes that affect audiovisual content creators or influencers, advertising and\/or marketing and\/or communication agencies<\/strong> offering these services. These agencies must inform influencers about the code, promote their potential adherence, and also include a requirement to comply with it in contracts.\r\n<h2>What\u2019s new in this updated code\u2014and when did it take effect?<\/h2>\r\n<strong>The new \u201c2025 Advertising Code for Influencers\u201d entered into force on October 1, 2025, and is already available for consultation and download <\/strong><strong><a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\">here<\/a><\/strong><strong>.<\/strong> At LF Channel, we have thoroughly analyzed the document with the intention of presenting the main updates clearly and concisely, so you know what to consider from now on:\r\n\r\n<img class=\"aligncenter wp-image-12170\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025-2-1-scaled.jpg\" alt=\"Infograf\u00eda sobre el nuevo c\u00f3digo de influencers 2025\" width=\"420\" height=\"690\" \/>\r\n<p style=\"text-align: center;\">[button link=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2025\/10\/infografia_nuevo_codigo_influencers_2025.pdf\" color=\"red\" newwindow=\"yes\"] Download the infographic here[\/button]<\/p>\r\n\r\n<h3>A broader definition of advertising<\/h3>\r\nFrom now on, <strong>product gifts, as well as experiences, event tickets, or services offered by brands to influencers, will be considered advertising<\/strong>, even when these are classified as payment in kind, regardless of the product or service\u2019s value.\r\n\r\nThus, any mention or visual content related to a commercial brand aimed at promoting products or services\u2014and\/or disclosed in exchange for compensation\u2014will be considered advertising.\r\n<h3>Clearer rules for identifying advertising<\/h3>\r\nAny advertising action or brand mention involving compensation must be labeled as \u201cadvertising\u201d or \u201cpaid partnership<strong>.\u201d Terms related to gifting, such as \u201cgift,\u201d \u201cgifted,\u201d or \u201cgifting,\u201d may no longer be used.<\/strong>\r\n\r\nThese disclosures must be clearly shown in the influencer\u2019s content, from the start\u2014not hidden in a long string of hashtags at the end of a post, or in tiny, nearly unreadable font in the corner of a video.\r\n<h3>Shared responsibility between creators and agencies<\/h3>\r\nBoth the <strong>influencer and their management agency\u2014or the agency overseeing the campaign\u2014<\/strong>will be jointly responsible for any non-compliance. All parties involved are required to respect every aspect of this new code of conduct.\r\n<h3>Greater formalization and stricter requirements<\/h3>\r\nAll contracts established within the scope of a collaboration\u2014whether or not compensation is involved\u2014<strong>must explicitly state the commitment to comply with this code of conduct and all its implications.<\/strong>\r\n<h3>Increased protection for minors<\/h3>\r\nThe regulations in this area are now stricter. A contract must be signed between the parents or legal guardians of the minor, and if the influencer is <strong>between 14 and 18 years old, the minor must also sign the agreement.<\/strong>\r\n\r\nAdditionally, any content promoted by minors must comply with general legal and ethical standards and with those of the relevant industry. It must not contain statements or visuals harmful to their physical, mental, or moral development.\r\n<h3>Use of artificial intelligence<\/h3>\r\n<strong>If the commercial communication is generated or substantially modified by artificial intelligence systems, all applicable legal requirements must be followed. <\/strong>Furthermore, necessary precautions must always be taken to ensure that the use of AI does not mislead consumers.\r\n\r\nBeyond these key points, we encourage anyone involved in digital influence or influencer management <strong><a href=\"https:\/\/www.autocontrol.es\/app\/uploads\/codigo-de-conducta-de-publicidad-a-traves-de-influencers-2025.pdf\" target=\"_blank\" rel=\"noopener\">to consult the full code,<\/a><\/strong> as it includes detailed recommendations <strong>on how to label advertising content across all major social platforms.<\/strong>\r\n\r\nLastly, it\u2019s important to clarify that <strong>this is a voluntary code,<\/strong> and therefore not legally binding. However, non-compliance may still lead to complaints from any user or association, which could result in violations under laws such as the General Advertising Act, the Unfair Competition Act, or the General Audiovisual Communication Act.\r\n\r\nIn more serious cases\u2014such as covert advertising or targeting minors\u2014beyond the reputational damage influencers and their agencies may suffer, those involved could face fines of up to \u20ac750,000, should the relevant authorities decide to take action.","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[48,121],"tags":[],"class_list":["post-12155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-prtrends"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/12155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/comments?post=12155"}],"version-history":[{"count":5,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/12155\/revisions"}],"predecessor-version":[{"id":12220,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/posts\/12155\/revisions\/12220"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media\/12148"}],"wp:attachment":[{"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/media?parent=12155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/categories?post=12155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lfchannel.com\/en\/wp-json\/wp\/v2\/tags?post=12155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}