With Circular No. 44 of February 19, 2025, INPS has provided guidance on the social security regime applicable to influencers or content creators—namely, those who produce digital content for online platforms. The purpose of the document is to outline the registration and contribution procedures based on the nature of the activity performed.

According to the Circular, influencer activity may fall under different social security schemes depending on how the activity is carried out, the nature of the service provided, the organizational model adopted, and the methods of payment or remuneration. Where the activity qualifies as a freelance service, registration with the INPS Separate Management (Gestione Separata) remains mandatory. Alternatively, if the activity is carried out on a regular basis and through a typical business organization (e.g., with a VAT number and business structure), the content creator may be classified as a digital entrepreneur, thus subject to registration with the INPS Traders’ Management (Gestione Commercianti).

In this context, digital marketing stands out—namely, the distribution of content that shows support for or endorsement of specific brands, creating an advertising effect. In this regard, since individuals working in commercials or advertising programs recognized as “artistic activities” fall under the category of "entertainment workers," and are therefore subject to FPLS contributions, content creators who produce promotional or advertising content and receive payment from a client are likewise required to contribute to the FPLS, regardless of the type of employment relationship established.

 That activities related to endorsement—understood as the mere association between the content creator’s public image and the product and/or service, or simply the use of the products—are excluded from the FPLS contribution requirement. Similarly, activities involving the inclusion of simple ads within personal content published on social media profiles, without any actual activity performed by the creator, are also excluded.