The Codacons returns to the attack of Fedez, which ended up in the crosshairs of the consumers’ association this time for the alleged hidden advertising in the video of Mille, the new single by the rapper with Achille Lauro and Orietta Berti. Fedez had already been repeatedly targeted by Codacons in recent months, first with the controversy over televoting on Sanremo pushed by his wife Chiara Ferragni and then for wearing a Nike hat during the Concertone on May 1, which was already his very rich. According to the latest Codacons press release, Mille’s video is: “a real incentive to consume Coca-Cola, as well as an advertisement disguised as a piece of music that violates the rules laid down by the Antitrust Authority”.
According to Codacons, the repeated citations of the drink in the passage are not preceded by a notice that “informs viewers about the inclusion of brands for commercial purposes in the video”. However, it is the same association that recognizes that among the indications contained in the YouTube channel, where the song has exceeded 7 million views, it is written verbatim: «The movie contains brands and products for commercial purposes. Product placement: Coca-Cola ».
But according to Codacons even this is not enough. “This is in violation of the provisions of the Antitrust which only a few months ago, urged by Codacons who had denounced the presence of hidden advertising in some music videos, ordered that the insertion of products for commercial, providing superimposed signs that warn about the presence of brands for promotional purposes, under penalty, in the event of non-compliance, a fine of between 10 thousand and 5 million euros “.
For this reason Codacons intends to present a complaint to the Antitrust and the Institute of Advertising Self-discipline, to even ask to ban the diffusion and transmission of the video both on the web and on TV. At least until the reference to Coca-Cola is eliminated.