Post by account_disabled on Mar 11, 2024 1:05:26 GMT -5
Among the recipients of the letters, according to rumors, there would be Belen Rodriguez, Fedez, Chiara Ferragni, Alessia Marcuzzi, Federica Pellegrini and brands such as Vuitton, Alberta Ferretti and Adidas. The Authority has identified general behavioral criteria and asked to make the promotional purpose clearly recognisable, in relation to all content disseminated via social media, through the inclusion of warnings, such as, by way of example and alternatively, #advertising, # sponsored, #advertising, #paid insertion, or, in the case of supply of the good even free of charge, #productsuppliedby; words which should always be followed by the brand name.
With this action, the Antitrust is trying to urge influencers and companies Canada Phone Number (brands and communication agencies) to respect the Consumer Code which, since 2005, has regulated the so-called "misleading commercial practices". These include the activity that "contains information that is not true or, even if factually correct, in any way, even in its overall presentation, misleads or is likely to mislead the average consumer regarding (...) the scope of the commitments of the professional, the reasons for the commercial practice and the nature of the sales process, any declaration or symbol relating to the direct or indirect sponsorship or approval of the professional or the product" (art. 21.1.c).
The initiative is certainly commendable, but it makes a mistake in considering only "the reference figures in the online world with a high number of followers" as influencers . In my opinion it should be extended to anyone who promotes a product without transparency, because companies now also practice "micro-influencer marketing", i.e. the involvement of a large number of subjects who, despite having a limited following if taken individually, can guarantee a high overall exposure, at a lower price than celebrity endorsements.
With this action, the Antitrust is trying to urge influencers and companies Canada Phone Number (brands and communication agencies) to respect the Consumer Code which, since 2005, has regulated the so-called "misleading commercial practices". These include the activity that "contains information that is not true or, even if factually correct, in any way, even in its overall presentation, misleads or is likely to mislead the average consumer regarding (...) the scope of the commitments of the professional, the reasons for the commercial practice and the nature of the sales process, any declaration or symbol relating to the direct or indirect sponsorship or approval of the professional or the product" (art. 21.1.c).
The initiative is certainly commendable, but it makes a mistake in considering only "the reference figures in the online world with a high number of followers" as influencers . In my opinion it should be extended to anyone who promotes a product without transparency, because companies now also practice "micro-influencer marketing", i.e. the involvement of a large number of subjects who, despite having a limited following if taken individually, can guarantee a high overall exposure, at a lower price than celebrity endorsements.