Ferragni-Balocco case, Antitrust: 'Consumers harmed'

The mixture of sponsorship and charity penalises consumers. This was said by Antitrust chairman Roberto Rustichelli when presenting the Agcm report on the Balocco-Ferragni affair. "The proceedings aimed at repressing misconduct in relation to online reviews and the investigations conducted in the influencer marketing sector deserve to be mentioned," he said. The latter have highlighted how consumers' behaviour can be unduly prejudiced by a communication based on an ambiguous mixture of sponsorship and charitable initiatives, leading them to believe, contrary to the truth, that they are contributing to the charitable initiative through the purchase of the product'.