The La Guardia di Finanza in Bologna has recovered 11 million euros from four local influencers followed by 50 million followers, and five digital creators active on platforms like OnlyFans and Escort Advisor through tax assessments. The investigations, which began at the end of 2022, have tracked the income generated from social media posts and collaborations with companies. Overall, the influencers have been cooperative, promptly adhering to the assessments and paying the amounts owed to the Treasury; in some cases, they have opted to conduct further investigations before continuing the process with financial offices. The operation was carried out following a report from Codacons, a consumer association that had submitted complaints to the tax authorities and tax agency, highlighting the activities of well-known influencers who promote luxury hotels, resorts, spas, or products without disclosing the advertising nature of the content to their followers.
This collaboration between Codacons and the Guardia di Finanza in Emilia Romagna has led to investigations into popular influencers and famous personalities like Fedez, Chiara Ferragni, Wanda Nara, and Asia Valente, who promote luxury establishments or brands without disclosing the commercial nature of the content to their followers. By requesting a tax assessment to determine if the influencers’ wealth is derived from gifts, advertising activities, or promoting locations, products, and consumer goods, the authorities are looking into the relevance of such operations, their suitability as income, and their impact on declarative obligations. The Codacons initiative aims to protect the legal economy and industrial districts by addressing potential tax evasion and the lack of transparency in influencer marketing, ensuring that influencers comply with tax regulations and inform their followers about sponsored content.
The investigation by La Guardia di Finanza in Bologna has shed light on the earnings of local influencers and digital creators, revealing that some influencers failed to declare income generated from social media posts and collaborations with companies. The influencers and creators were cooperative during the assessments, with most promptly paying the taxes owed to the Treasury. However, in some cases, further investigations were required before proceeding with the tax procedures. The operation was initiated following a report from the consumer association Codacons, which had raised concerns about the lack of transparency in influencer advertising and the potential tax implications of undisclosed promotions.
The collaboration between Codacons and the Guardia di Finanza in Emilia Romagna highlights the importance of transparency in influencer marketing and the need for influencers to comply with tax regulations. By requesting tax assessments on influencer income and scrutinizing the wealth accumulation through promotional activities, the authorities aim to ensure that the legal economy is protected and that influencers fulfill their declarative obligations. The Codacons initiative serves as a deterrent to tax evasion and non-compliance among influencers and famous personalities, encouraging greater transparency in sponsored content and promoting accountability in social media advertising practices. The investigation by La Guardia di Finanza in Bologna underscores the impact of influencer marketing on the economy and the need for regulatory oversight to prevent tax evasion and ensure fair competition in the digital space.
