The Italian Prime Minister, Giorgia Meloni, spared no criticism last Sunday of those who profit from charitable declarations considered misleading, making a clear reference to the recent sanction applied to Chiara Ferragni, the main influencer in the country.
On Friday, the Communications and Market Guardianship Authority (AGCOM) imposed a fine of just over one million euros on companies controlled by Ferragni, as a result of an investigation into misleading advertising involving panettone at Christmas last year.
Chiara Ferragni, entrepreneur and influencer in the fashion scene, with almost 30 million followers on Instagram, aligned with the Italian left and known for her incisive criticism of Meloni's government, vigorously contested the fine, alleging injustice, and announced her intention to appeal the decision.
“The real role models are not the influencers who make a lot of money by wearing clothes and showing bags… or even promoting expensive cakes that make people believe they are charitable,” declared the prime minister, without explicitly mentioning Ferragni.
Bad faith
AGCOM also fined the manufacturer toy by €420, claiming that consumers were misled into thinking that purchasing the pandoro would contribute to a bone cancer charity at a hospital in Turin, and that Ferragni was making personal donations.
The regulator said Balocco had made a one-off payment of 50.000 euros to the hospital months before launching Ferragni's cake, and sales of the product had no impact on donations to the institution. Balocco disagreed with the regulator's decision and stated that it will take measures to protect its rights.
AGCOM further alleged that companies related to Ferragni did not contribute financially to the hospital, despite having received more than one million euros for the brand initiative and related promotional activities.
“We have to explain to young people that creating products (Made in Italy) is much more extraordinary than just showing them off,” Giorgia Meloni said in a speech on the last day of the event of her right-wing party, Brothers of Italy.
