Influencer marketing in Spain is expected to continue growing in 2026, consolidating itself as a key channel for brand awareness, performance, and community building.
However, alongside this growth comes a higher level of regulation and scrutiny.
At the end of 2025, Spain introduced a new Code of Conduct for advertising through Influencers, replacing the previous 2020 version.
This update has a significant impact on how brands, agencies, and creators must design and execute influencer campaigns in the Spanish market.
If you are planning influencer collaborations in Spain, understanding and complying with this framework is no longer optional.
A new regulatory framework for a maturing market
The new Code of Conduct came into force on 1st October 2025. It was promoted by three key industry bodies:
- The Spanish Association of Advertisers (AEA)
- Autocontrol, Spain’s self-regulatory advertising organization
- IAB Spain
The goal of these new rules is clear: to ensure transparency and prevent disguised advertising in a digital ecosystem where the line between organic content and paid promotion has often been blurred.
For all brands and agencies, this code sets the rules of the game when activating influencers targeting Spanish audiences, regardless of where the brand itself is based.
When is influencer content considered advertising?
One of the most important clarifications introduced by the code is the definition of what qualifies as advertising content.
A piece of influencer content is considered advertising when both of the following conditions are met:
- The content promotes a product, service or brand.
- The influencer receives some form of compensation for publishing it.
Crucially, compensation is not limited to direct monetary payment. The code explicitly includes the following compensations:
- Free products or services
- Paid trips or experiences
- Event invitations
- Gift cards or gift bags
- Affiliate links or commission-based arrangements
This is particularly relevant for international campaigns, where gifting strategies are often seen as “soft collaborations”. In Spain, these still fall under advertising rules if there is a promotional intent.
Transparency requirements (language matters)
In addition to being clear and visible, advertising disclosures must be written in Spanish or in the language used for the promotional content.
Using English labels such as “Advertisement” or “Ad” is not considered enough when the campaign targets a Spanish-speaking audience and the content itself is in Spanish.
This is a common mistake in international influencer campaigns and a critical point for compliance in Spain.
Recommended disclosures (Spanish labels)
The Code of Conduct provides clear guidance on acceptable labels. When running influencer campaigns in Spain, the disclosure should use Spanish-language labels, such as:
- Publicidad
- Publi
- Anuncio
- Colaboración con [brand]
These labels leave no room for interpretation and clearly communicate the commercial nature of the content to Spanish users.
Disclosures that are not considered sufficient
Vague or indirect expressions are discouraged, even when written in Spanish, such as:
- “Thanks to [brand]” / “Gracias a [brand]”
- “Gifted by [brand]” / “Regalado por [brand]”
- “Collab”
From a compliance perspective, these are considered unclear and may be interpreted as an attempt to mask advertising intent.
Use platform-native disclosure tools whenever possible
The code strongly encourages the use of native disclosure mechanisms provided by social platforms, as they are designed to be visible and easily understood by users.
Examples include:
- Instagram’s “Paid partnership with [brand]”
- YouTube’s “Includes paid promotion” label
- TikTok’s branded content tools
While additional text disclosures may still be necessary in some cases, relying on these native features is considered best practice.
Placement matters: visibility is key
Disclosure is not just about wording, but also about the placement.
The advertising label must:
- Appear at the beginning of the content
- Be clearly visible without user interaction
- Not be hidden among hashtags or secondary information
- Not require clicking “see more” to be displayed
For formats such as Stories or short-form video, the disclosure must be readable, well-contrasted and displayed for a sufficient amount of time.
The code includes platform-specific recommendations covering Instagram, TikTok, YouTube, Facebook, Discord and even audio platforms such as Spotify.
Who must comply?
The Code of Conduct applies to all influencer social media posts in Spain. Compliance is not optional.
The Code is formally overseen by industry bodies such as AEA, Autocontrol and IAB Spain, but its principles are aligned with Spanish consumer protection and advertising regulations.
As a result, any influencer campaign in Spain is expected to comply with these transparency standards, regardless of whether a company or creator is formally affiliated with these organisations.
For international brands and agencies, this means that adherence to the Code should be treated as a baseline requirement, not as an optional best practice.
What this means for brands and agencies in 2026
The updated code reflects a broader trend: the professionalisation of influencer marketing.
In Spain, compliant influencer campaigns in 2026 require:
- Clear contractual definitions of advertising content
- Pre-approved disclosure language
- Platform-specific execution guidelines
- Alignment between brand, agency and influencer expectations
Brands that fail to adapt risk reputational damage, content takedowns or complaints through self-regulatory bodies.
On the other hand, those who embrace transparency benefit from greater consumer trust, stronger creator relationships and more sustainable long-term results.
Final thoughts
Spain remains an attractive and dynamic market for influencer marketing, but it is no longer a “grey area” from a regulatory standpoint.
For international brands and agencies looking to activate influencers in Spain in 2026, understanding the new Code of Conduct for Advertising Through Influencers is a critical first step.
At Smartbrand, as a Influencer marketing and social media agency, we help brands navigate the Spanish digital ecosystem, ensuring campaigns deliver results while meeting local standards.
If influencer marketing in Spain is on your roadmap, now is the time to do it right.
