The Spanish National Markets and Competition Commission (CNMC) has targeted three of the most followed content creators in the Spanish digital landscape. Ibai Llanos, Jordi Wild, and Nachter have received financial penalties for violating various obligations under the General Law on Audiovisual Communication, legislation that has long equated major influencers with traditional media outlets in terms of advertising and public protection.
The fines, while modest compared to the revenue generated by these profiles, serve as a clear warning: the era of self-regulation and informal notifications is over . The regulator requires that all commercial communication be immediately identifiable, that sensitive content have age restrictions, and that the promotion of medicines comply with very specific requirements. The three resolutions, approved on June 18 by the Regulatory Oversight Chamber, declare serious infringements of Article 158.31 of the law and include a dissenting opinion from one board member.
Ibai Llanos: covert advertising in the presentation of La Velada
The case against the Basque streamer stemmed from several videos posted on his X account during the presentation of the artists for "La Velada del Año" (The Evening of the Year). These recordings featured cans of a well-known beverage brand without any clear indication that it was sponsored content . The CNMC (National Markets and Competition Commission) considers it proven that the product placement was not accompanied by the required labeling, preventing viewers from distinguishing between editorial content and advertising. The initial fine was set at 710 euros, but was reduced to 568 euros after he opted for early payment. Ibai himself acknowledged the error on social media, explaining that he had forgotten to include the #publi hashtag.
Jordi Wild and the protection of minors in extreme combat
The case against the YouTuber and host of the podcast The Wild Project centers on content distributed through the channels @ElRinconDeGiorgio and @dwt_fighting, linked to the Dogfight Wild Tournament event. The CNMC (National Markets and Competition Commission) determined that several videos of extreme contact fights lacked age ratings and the necessary warnings , and also failed to activate the access restriction tools offered by YouTube. The absence of these mechanisms limits the effectiveness of parental control systems, according to the regulator. The fine imposed was €1.543,44, reduced to €1.241,95 for early payment.
Nachter: advertising medicines without complying with health regulations
The highest fine in gross terms was levied against comedian Nachter, who promoted flu medication on his Instagram and Facebook profiles without complying with the specific requirements of the law . The regulations require that this type of commercial communication clearly identify its advertising nature, specify the product, and include warnings such as the recommendation to read the package insert or consult a pharmacist. Nachter omitted all of this information, so the CNMC (National Markets and Competition Commission) initially imposed a fine of €1.779,94, which was reduced to €1.067,96 after he admitted responsibility and made an advance payment.
The regulatory context: the end of the gray area for influencers
These resolutions are part of a process to tighten oversight of high-profile users (HPUs), a category created by the General Law on Audiovisual Communication for creators with the largest audiences and highest revenue. The CNMC (National Markets and Competition Commission) reiterates that these obligations do not fall solely on the platforms, but directly on the influencer , who must act with the diligence expected of a professional. Days earlier, the agency had already issued warnings to five influencers—SofÃa Suescun, Tamara Gorro, Peldanyos, Samy Spain, and Lola Lolita—for failing to properly identify advertising, although no sanctions were imposed in that case. Furthermore, the CNMC has awarded a contract to strengthen the automatic monitoring of content using data analysis tools, which foreshadows even stricter controls in the future.
The three fines, although small, set an important legal precedent. They make it clear that covert advertising, the lack of protection for minors, and the unlawful promotion of pharmaceuticals have no place in the digital ecosystem , and that content creators must assume the same responsibilities as any other audiovisual media outlet. The CNMC emphasizes that the ultimate goal is to protect consumers, especially young people, and to ensure that audiences can clearly distinguish between entertainment, information, and advertising.