This insights post is a summary of the blog post published by LF Channel. View the full insight at: New “2025 Advertising Code for Influencers” in Spain: here are key points you need to know.
Influencer marketing has emerged as a dominant force in both global and Spanish markets. Recent data from the Advertising Bureau Spain (IAB) reveals remarkable momentum, with investment climbing 23.9% in the past year compared to 2023. This follows an equally impressive 22.8% increase the previous year, underscoring the sustained expansion of this marketing channel.
For brands operating in Spain, influencer partnerships have evolved from experimental tactics to essential strategic tools. This dramatic growth has transformed how organizations approach their marketing mix and allocate their advertising budgets.
Regulatory Evolution and the Updated Code of Conduct
The rapid maturation of influencer marketing has necessitated a comprehensive review of industry standards. The Spanish Association of Advertisers (AEA) and AUTOCONTROL, Spain’s independent advertising self-regulatory body, originally introduced a code of conduct in 2020 to guide ethical practices in this emerging field.
Five years later, the landscape has shifted considerably. New regulations and European directives now shape how brands and content creators must operate. Recognizing these changes, AEA and AUTOCONTROL have partnered with IAB Spain, the leading association for advertising, marketing, and digital communication, to release an updated version of the code.
What the New Code Covers
The revised framework addresses the evolving needs of multiple stakeholders:
- Content Creators and Influencers: The code establishes clear guidelines for audiovisual content creators regarding disclosure, authenticity, and compliance with advertising standards.
- Agencies and Marketing Partners: Advertising, marketing, and communication agencies that offer influencer services now face explicit responsibilities. They must educate influencers about the code, encourage adherence, and incorporate compliance requirements directly into contractual agreements.
- Brands and Advertisers: Organizations working with influencers need to understand that measuring return on investment is only part of the equation. Legal compliance carries equal weight in determining campaign success and protecting brand reputation.
Why The Influencer Code Matters
As influencer marketing continues to mature, the intersection of creativity and regulation becomes increasingly important. Brands can no longer view compliance as an afterthought or administrative burden. Instead, building ethical, transparent partnerships with content creators represents both a legal obligation and a competitive advantage.
The updated code provides the framework organizations need to navigate this complex environment while maintaining the authenticity and effectiveness that make influencer marketing so powerful in the first place.
What’s new in this updated code—and when did it take effect?
The new “2025 Advertising Code for Influencers” entered into force on October 1, 2025, and is already available for consultation and download here. Our partner LF Channel has thoroughly analyzed the document with the intention of presenting the main updates clearly and concisely. You can see their full post at: New “2025 Advertising Code for Influencers” in Spain: here are key points you need to know.
