The verse on the Coca-Cola red lips has become a summer hit thanks to the song Mille born from the collaboration between Fedez, Orietta Berti and Achille Lauro. Without bothering Vasco Rossi and his bubbles, it is not the first time that the American drink becomes the protagonist of a piece of music. But in recent years the inclusion of commercial brands in artistic works has been regulated in detail and precisely by virtue of the legislation on product placement, the three singers have ended up in the crosshairs of the Antitrust.
Not for the song itself, but for the accompanying video clip. It all stems from the report of Codacons, the arch-enemy of fedez with which the consumer association has dueled several times, often in a ferocious way. “The Antitrust has opened a case (n. DS2926) by starting the necessary investigations on the video clip of the song ‘Mille’, reported for hidden advertising to Coca-Cola”, states the Codacons in a note that reiterates, as already said in the past , that “at the center of the story there is not the text of the musical piece which, although referring several times to the well-known drink, falls within the freedom of artistic expression and has never been contested, but the video clip of the song that would not have respected the provisions of ‘Antitrust”.
In fact, it is expected that viewers must be adequately informed even in music videos about the insertion of trademarks for commercial purposes. “Notice that is present on the official page of the ‘Mille’ video published on Youtube but which seems completely insufficient, since that the Antitrust on the subject of music videos has ordered that the insertion of products for commercial purposes must be made clear, providing superimposed signals that warn about the presence of brands for promotional purposes “, explains Codacons.
For this reason, based on the assertions of the association, the competition and market authority would have focused its light on the video clip of Fedez (feat. Achille Lauro and Orietta Berti) by opening “a specific procedure aimed at ascertaining the violation of provisions on covert advertising “. A request for information from interested parties has already started. “If the violation of the provisions in force on consumers is confirmed, those responsible risk a fine of up to 5 million euros” writes Codacons in his note.