Codacons against Fedez and attacks ‘Mille’: hidden advertising

The Codacons against Fedez, once again. This time the association attacks the song Mille, which the rapper made with Orietta Berti and Achille Lauro, for hidden advertising of Coca Cola. The response of Fedez, now used to the disputes with Codacons, comes from social networks: in the stories of Instagram, between photos and clips, irony dominates. The ACCUSATION Codacons, which presented a complaint to the Antitrust and the Institute of Advertising Self-discipline, asks to sanction the video clip of the song “for hidden advertising prohibited by the Consumer Code, and to prohibit the dissemination of the video clip on television networks and on web, and of the song on national radios, until any reference to Coca-Cola is eliminated “, the Codacons says, stating that it is” a hidden advertisement to the detriment of users, prohibited by our legal system and by the recently enacted provisions by the Antitrust on the subject of music videos “. The song ‘Mille’ is” accompanied by a video clip that is a real incentive to the consumption of Coca-Cola, as well as an advertisement disguised as a music piece that violates the rules laid down by Antitrust – the association writes – The lyrics of the song, in fact, several times mentions the well-known American drink “, in a video clip” where the ‘Coca-Cola’ brand appears continuously, clearly visible to o cchi of viewers but without informing them about the insertion of trademarks for commercial purposes in the video “.” If on the one hand it is true that among the indications contained on the Youtube page where the video clip was published reads’ The movie contains trademarks and products for commercial purposes. Product Placement: Coca-Cola ‘- continues the Codacons – it is equally true that this information is not enough, since it is not immediately perceptible by users, unless they go to look for it among the credits of the video, and because it does not appear superimposed on the ‘start of the video clip, in order to properly inform consumers “. This, according to the consumer association,” in violation of the provisions of the Antitrust that only a few months ago, urged by Codacons who had denounced the presence of hidden advertising to of some music videos, has provided that the insertion of products for commercial purposes must be made clear in the video clips, providing superimposed signals that warn about the presence of brands for promotional purposes, under penalty of 10 thousand to 5 million euros “.