Uffizi bans influencers from posting photos without payment

The Uffizi Gallery in Florence has introduced a ban on influencers taking and sharing photos of artworks on social media for commercial purposes, requiring them to pay a fee for such use. The policy, reported by Corriere Fiorentino and highlighted by Florentine blogger Sara Innocenti (@sarasflorence), applies to anyone using social media professionally, while private visitors can still take photos for personal use. Innocenti protested on Instagram, calling the move a prohibition on art dissemination. The museum's website cites Decree Law 83/2014, allowing photos for personal and study use without tripods or extra lights, but requiring authorization and payment for other uses, including commercial. Director Eike Schmidt confirmed these rules in a meeting with tour guides. The controversy follows a 2020 visit by influencer Chiara Ferragni for a Vogue Hong Kong shoot, where she posed with Schmidt in front of Botticelli's Venus, sparking debate but also attracting crowds. The Uffizi, despite being the first Italian museum on TikTok, now restricts influencer content, leading to accusations of inconsistency.