Germany

  • Label with the German words "Werbung" or "Anzeige", at the start of the post or video. For videos where the product plays a minor role, "Produktplatzierung" works.
  • German media authorities say English terms like "ad" or "sponsored by" aren't clear enough on German-language channels, and that platform tools alone aren't sufficient.
  • Mark affiliate links with an asterisk (*) and a short explanation.
  • Since 28 May 2022, the UWG has said content is commercial if you receive payment or similar consideration (free products count). Receiving consideration is presumed unless you can show otherwise.

Spain

  • Royal Decree 444/2024 created "usuarios de especial relevancia." You're one if you meet all three: over €300,000 a year from the activity, 1 million followers on one platform (or 2 million combined), and at least 24 videos a year. If you qualify, you must register with the state audiovisual registry, identify ads, and protect minors.
  • For everyone else: the updated Autocontrol/AEA/IAB Spain code, in force since 1 October 2025, prefers platform tools or labels like "publicidad" or "colaboración pagada" at the start of the post. It says "Ad", "sp" and "gracias a [marca]" aren't enough. The code is binding only on members and those who sign up, but it reflects how disputes are judged.

Italy

  • In July 2025 AGCOM approved guidelines and a code of conduct (delibera 197/25/CONS) for "relevant" influencers: 500,000+ followers or 1 million+ average monthly views on one platform.
  • Relevant influencers must register on AGCOM's list. The first deadline reported was 6 February 2026 Check in-app. They must disclose ads clearly at first glance and label AI or filter alterations.
  • Fines go up to €250,000, or €600,000 where minors are involved.
  • Smaller creators still follow the IAP self-regulatory "Digital Chart" (labels such as "Pubblicità/Advertising" or "Sponsorizzato da…") Check in-app and the general consumer law enforced by AGCM.

Portugal

  • The Advertising Code requires all advertising to be identifiable.
  • The DGC's 2019 guide recommends #PUB, #PATROCÍNIO, #PARCERIA or #OFERTA (gift) at the start of the post, and says gifts count.
  • In 2024 the DGC and DGS issued extra guidance on promoting baby foods and formula.
  • Consumer group DECO called for tougher rules in 2025. No new law had been confirmed as of this check.