NewsEntertainmentQuestion and answer Codacons-Berti on 'hidden advertising'

Question and answer Codacons-Berti on ‘hidden advertising’

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Question and answer between Codacons and Orietta Berti. The Association, through a note, replies to the staff of the singer who yesterday, with Adnkronos, had counter-replied to Codacons that accused her of doing “ probably hidden or indirect advertising that is realized through the publication of a post on twitter , by the well-known singer and presenter Orietta Berti ”. Codacons had also announced that, together with the Permanent Observatory for advertising set up by the Association, it sent an application to Agcm, Agcom, the Revenue Agency and the Guardia di Finanza to report the incident. ” We do not understand the reason for this umpteenth attack against those who work – replied the Manager of the singer Pasquale Mammaro through Adnkronos – Orietta has a regular contract with Eurospin ”. But the Codacons is not there and even today, through another widespread note, it replies to the Berti staff: “ In relation to the Association’s report, concerning contents disseminated on social networks in which Orietta Berti herself 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 advertising practices, (Berti’s staff, ed.) inexplicably spoke of’ attack against those it is necessary for Codacons to ‘get better information’ ”. ” Evidently, in the Association’s report to Agcm, Agcom, the Revenue Agency and the Guardia di Finanza – reads the note – there is no trace attacks against those who work, as confusedly attempted to argue: instead it is only a question of respecting the rules and regulations governing online advertising, to which Orietta Berti, as well, all professionals, is submitted. And regarding the proposal to ‘get better informed’, the Association gives it back to the sender, with the advice to ‘get better informed’ about online advertising: a matter in which, as confirmed by the reply received, unpreparation is unfortunately very widespread. . Regarding the disputes raised by the Berti staff, it refers to a ‘regular contract’ with the company involved – writes the Codacons – we regret to point out, however, that, contrary to what is claimed, the existence of a regular contract between Berti and a company represents precisely the premise that establishes specific disclosure obligations for the professional. It is therefore not an element that ‘relieves’ the professional from the obligation to inform the public about the commercial nature of the collaboration: the exact opposite is true. Professionals, in fact, are always subject to an information obligation towards the consumer: they must, in all circumstances, make him aware of the relationships they have with companies and companies, making him aware of their commercial nature. This obligation affects every advertising platform, including the web “. ” For so little I would never have dreamed of opening a media case, considering that only one of the three publications has omitted the wording of the law. ‘of bitterness and I invite Codacons to follow me not only on Twitter but also on other channels’ ‘, Berti replies to Adnkronos, replying again to the Codacons’ accusations. ” Berti – clarifies her manager Pasquale Mammaro – who, actually it has entered into a regular partnership with Eurospin and promoted on its social networks (Instagram, Facebook and Twitter) the launch of a new line of clothing by Eurospin. The original video posted on Instagram, then resumed on Facebook – continues the manager – reported, in the compliance with the regulations, all the wordings that normally regulate advertisements (the hashtag Adv), mandatory for posts that require sponsorship by the client company. The same post was also relaunched on the official Twitter channel, but in the relaunch, the reduced numerical capacity of the available characters inadvertently omitted the legal wording, consequently creating the case of ‘hidden advertising’ ”. In short, a lot of ado about nothing. (By Alisa Toaff)

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