In recent weeks, internationally renowned influencer Chiara Ferragni and Italian confectionery company Balocco have ended up at the center of media attention due to a maxi fine imposed by the Antitrust Authority. According to reports from the ANSA news agency, both were found guilty of unfair business practices related to the promotion of Pandoro. Let's see in detail what happened and why this sanction has shaken public opinion.
Main events:
The Antitrust Authority has determined that Chiara Ferragni and Balocco violated the rules governing the advertising and promotion of food products on the Italian market. Several unfair business practices implemented by both the influencer and the confectionery company were found to have taken place regarding the promotion and sale of Pandoro during the Christmas season.
The Antitrust investigation revealed that Chiara Ferragni had posted sponsored photos and videos on her social channels in which she promoted Pandoro Balocco without sufficiently indicating the advertising nature of the content. This conduct was considered misleading to consumers, who may have been led to believe that a portion of the purchase would be donated to charity to support osteosarcoma and Ewing's sarcoma research and buy a new machine. In reality, the famous pandoro was advertised purely for commercial purposes.
On the other hand, Balocco was also sanctioned for leading consumers to believe that by purchasing pandoro at a high price of more than € 9, instead of the approximately € 3.70 for regular pandoro, they would be contributing directly to the donation. The actions implemented, explains the Antitrust Authority, "severely restricted consumers' freedom of choice," violating the "professional duty of care" and constituting an unfair business practice, characterized by elements of deception.
Impact on the audience:
The news of the fine imposed on Chiara Ferragni and Balocco provoked a lively reaction from the public. The influencer is widely followed on social media by millions of people, especially young people, who appreciate both her lifestyle and the products she promotes. However, this sanction has raised questions about the trust that consumers may place in influencers and the promotional information that is conveyed through social media.
At the same time, the Balocco company, known for its traditional Italian sweets, suffered a loss of credibility with consumers. The violation of consumer protection regulations undermined customers' trust in the brand, prompting many to reevaluate their purchases and prefer other options on the market. For this reason, some guidelines have been clarified for influencers to follow to avoid ending up in conflict with platforms and the public.
First, unfair social media advertising practices carry more than a penalty, being punishable by loss of brand trust, damage to influencer credibility, and legal implications. These include non-declaration of collaboration between parties, false claim of support for product goodness, or exaggeration of product features or performance. In these cases, the brand and influencer could suffer reputational injury and abuse, making it more difficult to regain the trust of social media users, or worse, penalizing regulations and legal claims for fraud, or possible violations of competition defense laws.
Therefore, in order to avoid this, it is very important to always be transparent with your audience about collaborations with brands or companies and with charitable projects. In particular, it is crucial to comply with your country's advertising regulations, including the handling of sponsorship claims and labeling of advertising content.
Conclusion:
In conclusion, on 12/18/2023 Chiara Ferragni, who was fined for misleading promotion of charity, posted an apology video that was mostly interpreted by the public as manipulative. Even minutes after her video was posted on Instagram, Ferragni's look was judged calculated by several quarters. Details too far removed from the five-thousand-euro handbags she had accustomed us to, too avowedly devoted to eliciting empathy to be credible.
To date, there are those who praise the courage Ferragni allegedly had in apologizing and those who argue instead that the apology should have come even before the fine, given that the proceedings had been going on for a year.
However, Chiara Ferragni decided to donate 1 million euros to the Regina Margherita Hospital in Turin. But is this move aimed at repairing her image or manipulating the audience? Who can say.
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