I limiti della pubblicità occulta. Il caso Baby K e Chiara Ferragni
Product placement, quali sono i limiti della pubblicità occulta del video clip di Baby K e Chiara Ferragni per Pantene?
La vicenda trae origine il 25 giugno 2020 dalla pubblicazione del videoclip “Non mi basta più” della cantante italiana Baby K con la partecipazione della nota influencer Chiara Ferragni.
Il brano, sponsorizzato attraverso una collaborazione con Amazon Alexa, è stato altresì scelto come colonna sonora dello spot televisivo estivo di Pantene.
Il Coordinamento delle associazioni per la difesa dell’ambiente e dei diritti degli utenti e dei consumatori, comunemente conosciuto come Codacons, ha denunciato sia il videoclip che la canzone come pubblicità occulta chiedendo di censurare il brano nella parte di sponsorizzazione del marchio.
Il videoclip infatti, non soltanto mostra più volte i prodotti della linea Pantene, ma menziona anche il nome dell’azienda nel testo della canzone. Trasformando la hit estiva in “una vera e propria pubblicità in musica“.
La fattispecie vede in gioco le nuove regole per il product placement vagliate dall’ AGCOM – Autorità Garante della Concorrenza e del Mercato – . Che adesso prevedono la necessità di comunicare agli utenti, in modo evidente e trasparente, la presenza di marchi e prodotti a scopo commerciale.
Regole che, secondo l’Associazione, sarebbero state già violate solo qualche settimana prima da Chiara Ferragni con la messa in onda del docufilm sulla vita dell’influencer.
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Licenza: CC BY-NC 4.0
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