Fluorescence spectra of undiluted extra virgin olive oil obtained with the traditional setup (right-angle fluorescence) show considerable artifacts and deformations due to self-absorption phenomena, even when the spectra are corrected for inner filter effects. On the other side, front-face fluorescence spectra are much less affected by self-absorption. Front-face fluorescence of native olive oil reveals the presence of different fluorophores and can provide information about their amount. From the intense emission at ca. 315-330 nm, it is possible to detect fluorescent polyphenols and pherols and to evaluate their overall content. Low-intensity emission bands at 350-600 nm are correlated to vitamins and other important molecules. Among them, the fluorescence of the riboflavin fluorophore can be used to evaluate its concentration. The intense emission of chlorophyll derivatives, measured in the 640-800 nm spectral region, can provide information on their concentration.