Codacons vs Orietta Berti: “It does hidden advertising”. The reply: “Regular contract”

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16 August 2022 | 11.

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Consumers’ association: “Prompt application to Agcm, Agcom, Agenzia delle Entrate and the Guardia di Finanza”. The Mammaro manager: “Codacons find out more”

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The Codacons , and in particular the Permanent Observatory for advertising set up by the Association, sent a request to Agcm, Sgcom, Agenzia delle Entrate and to the Guardia di Finanza to report a “ probably hidden or indirect advertising which is realized through the publication of a post on Twitter, by of the well-known singer and presenter Orietta Berti ”. This is what Codacons communicates in a note.

” As can be seen from the images posted on the social network, and reported to the Association by the users themselves – says Codacons – Orietta Berti exhibits the new ‘capsules’ of a well-known supermarket brand by showing them, emphasizing their quality and expressly declaring to recommend their purchase, but failing to use the words necessary to identify the advertising practices ”.

” Yet – the note still reads – in addition to the requirements of the Digital Chart Iap, also the ‘Antitrust, in the two letters of moral suasion addressed to influencers and companies, stressed the need to make advertising always recognizable. And the Council of State affirmed the principle that consumers have the right to ‘adequate information and correct advertising’ as well as ‘respect for the principles of fairness and transparency in commercial practices’ ”.

” As evident – continues Codacons – at this point it is necessary to ‘verify the existing relationship’ between the singer and the brand involved ‘and therefore in what way the singer purchases the products of this brand and above all in what terms he promotes them on his social pages ”. The Association therefore asked the company and Orietta Berti to provide clarifications on the existing relationships and to modify the claim by reporting the possible advertising nature of the publication.

AND the answer of the singer’s staff was not long in coming. “Berti does hidden advertising on the web? We do not understand the reason for this umpteenth attack against those who work,

Orietta has a regular contract with Eurospin ”, explains Berti’s manager, Pasquale Mammaro to Adnkronos. The video under accusation, published on social media by Berti, dates back to 16 last July and sees the singer present and advertise the new line of products of the well-known supermarket brand.

“It is not the first time they take it up with Orietta – continues Mammaro – last year they made a complaint to ban the diffusion of the video clip ‘Mille’ with Fedez and Achille Lauro on television networks and on the web, and of the song on national radio for the reference to Coca-Cola. We work in absolute transparency, the Codacons should be better informed before launching unfounded accusations ”, he concludes.

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