Italy: Communications Regulatory Authority announced inquiry into methodologies for measuring content disseminated by digital platforms (Resolution no. 199/25/CONS)

On 23 July 2025, the Communications Regulatory Authority (AGCOM) adopted Resolution no. 199/25/CONS, launching an inquiry into how audience consumption is measured on digital platforms. The inquiry aims to address the lack of standardised, transparent methods across streaming services, social media, and other online media providers. Under Decree no. 208/2021, measurement systems must adhere to principles of accuracy, transparency, verifiability, and independent certification. However, AGCOM notes that large platforms still rely on proprietary tools rather than submitting data to independent Joint Industry Committees, leading to inconsistent and possibly inflated metrics. AGCOM highlighted the urgency of the issue due to digital advertising accounting for over 60% of Italy’s ad revenues, exceeding television, arguing that the lack of certified data impedes fair competition and the ability to make informed investment decisions. AGCOM’s inquiry seeks to clarify obligations under the European Media Freedom Act and the Digital Markets Act, which require large platforms to ensure transparency, impartiality, non-discrimination, independent audits, advertiser access to verification tools, and annual methodology reviews. The AGCOM will review current measurement models, including those using Software Development Kits and server-to-server technologies, against European standards and its previous guidance to establish rules for measurement perimeters and requirements to guarantee transparent, comparable audience data.