Branded contents are not anymore only in movies and TV shows, but the growth of blogs including fashion blogs and social media raised the issue on whether media principles on product placement should be extended to social media and on the level of transparency required by current advertising regulations. 

An Italian restaurant brought a criminal claim for defamation against one of its customers that had published a negative comment on them on TripAdvisor complaining about the quality of the wine so creating a precedent that might impact on the Internet liability regime in Italy with reference to defamation on social media.

Italy finally implemented the new Consumer Rights Directive which introduces major changes in online contracts aimed at better protecting consumers, impacting also on the Internet liability regime for entities selling products to consumers.

The now "famous" web tax (or Google tax) on the purchase of on-line ads and sponsored links on search engines might come into force on the 1st of March 2014 having an impact on the Internet liability regime, unless the Italian Government takes an immediate action to prevent it.