The Observatory set up by Buzzoole, marketing technology company, analyzed all the posts published in Italian that use the transparency hashtags divided by sector, as well as the most active brands on social networks. The annual study entitled ‘Transparency in influencer marketing’ monitored all posts published on Facebook and Instagram, containing the hashtags #ad, #adv, #sponsorizzato, #sponsored, #inserzioneeapagamento, #prodottofornitoda, # advertising, #advertising. Fashion, understood as clothing and footwear, is confirmed as the industry most attentive to the rules with 34% of post products, followed by cosmetics with 16 percent and technology. The post in Italian that has obtained the most interactions is that of the cheesecake published by Chiara Ferragni with about 614,000 interactions. In second place, Diletta Leotta with a shot on the sofa that receives about 588 thousand interactions. In third place, the photo of the model Irina Shayk who gets over 580 thousand interactions. The most cited brand in the context of transparent campaigns in the fashion sector was the low cost clothing retailer of Chinese origin Shein (590 posts). The second and third place belong to two sports brands: Adidas and Asics. In fourth and fifth place there are Intimissimi and Zalando followed by Boohoo, Calzedonia and Yamamay. The podium of the most popular posts in the accessories sector was monopolized by the influencer Giulia De Lellis who, on several occasions, advertised Morellato jewels. In terms of mentions received, the brand that also stands out in the ranking this year is Daniel Wellington followed by Apm Monaco and Pandora.