Collaborations with Influencers: How Everything Will Change Starting in October 2025
If you work in the world of influencer marketing, you should know that everything changed on October 1, 2025. Digital advertising must now be transparent, clear, and responsible thanks to the new version of the Code of Conduct for Advertising through Influencers, promoted by AUTOCONTROL, aea (Spanish Association of Advertisers), and IAB Spain.
As partners of AUTOCONTROL, at Keepers we are 100% committed to the new Code: all the campaigns we manage for our clients strictly comply with the regulations, and all our exclusive creators have already received training and completed the training course, ensuring good practices and professionalism in every activation.
Influencer marketing as a pillar of digital investment
Influencer marketing has gone from being an emerging strategy to establishing itself as a central pillar of digital investment. According to data from the new Code, in 2023 investment in influencer marketing in Spain reached €79.2 million, growing by almost 24% in a single year. This boom has brought with it new opportunities, but also risks: covert advertising, unclear messages, or ambiguous promotions that can confuse consumers.
What changes with the new Code?
1. Clear identification of advertising
One of the most significant changes is the obligation to clearly identify any advertising content. Now, influencers must make it explicit from the outset that content is for commercial purposes, using the labels recommended by each platform.
For example, on Instagram it is recommended to use “Paid collaboration with X brand,” on TikTok “Promotional content,” and on YouTube “Includes promotional content.”
Expressions such as “Advertisement,” “Paid collaboration,” “Sponsored by…,” and “Ambassador for…” are also valid. Ambiguous phrases such as “Collab,” “Thanks to…” or “Ad” are not acceptable.
2. Where and how to display the disclosure
It is not only important what is disclosed, but also where it is done. The disclosure must appear at the beginning of the post, story, or reel, and never be hidden among hashtags or at the end of the text.
If the content is shared or reposted, the advertising disclosure must remain intact, ensuring that transparency always accompanies the content, regardless of how it is disseminated.
3. What is considered advertising collaboration
The Code also clearly defines what is considered advertising collaboration. This includes:
• Content for which financial compensation is received, whether in the form of payment or consideration (money, products, travel, membership, gifts, etc.).
• Content where the brand exercises some editorial control over the message, tone, or frequency (guidelines on tone, message, or frequency).
• When the influencer promotes or recommends their own products or services with commercial intent.
4. Protection of minors in advertising
The protection of minors is significantly reinforced: Influencers between the ages of 14 and 18 must have a contract that includes parental consent, and content involving minors must be age-appropriate, avoiding any negative impact on their development.
5. Artificial intelligence and new technologies
The Code also regulates content created or modified using artificial intelligence. This content must comply with current legislation, ensuring that new tools are used ethically and responsibly. If content has been created or modified using AI, this must be indicated and must not be misleading.
Shared responsibility and penalties
Responsibility is shared: brands, agencies, and influencers can be held liable in the event of non-compliance. Penalties are managed through the AUTOCONTROL Advertising Jury, ensuring professional and fair monitoring of possible infringements.
For brands and agencies, this means including these obligations in contracts and ensuring that they are properly complied with. For influencers, it means acting with complete transparency and using the appropriate labels in each post. For consumers, it represents a higher level of protection against covert advertising.
Responsible creativity: the real goal
The new Code does not limit creativity or the impact of influencer marketing. Its goal is to strengthen trust between brands, influencers, and consumers, promoting the professionalization of the sector and ensuring that any commercial collaboration is clear from the outset.
At Keepers, this regulation reinforces our commitment to best practices and customer safety, ensuring that all influencer activations are creative, responsible, and compliant with current regulations.
Furthermore, this commitment is shared with other agencies in APIDE (Association of Digital Influence Professionals in Spain), reaffirming our commitment to the professionalisation of the sector. Through this alliance, we promote the ongoing training of our creators, compliance with current regulations and the adoption of best practices in all campaigns, ensuring that advertising with influencers is transparent, ethical and high quality for brands and consumers
