Isn’t Chiara Ferragni alone? The Antitrust is shining a spotlight on influencers: the balance sheet

In one year, the Antitrust, in the face of 34,595 reports on consumer protection and 102 completed proceedings, returned over 122 million euros, thus replenishing the allocated fund managed by Mimit where the revenues deriving from sanctions for unfair commercial practices flow. (then used to finance initiatives in favor of users). This is the balance sheet of the annual report of the Agcm’s activity between January 2023 and March 2024, presented by president Roberto Rustichelli, who focuses the spotlight on the influencer marketing sector, which hit the headlines after Balocco-gate and the social media storm unleashed against Chiara Ferragni.

Consumer behavior has been “unduly prejudiced by communication based on an ambiguous mix between 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”, highlighted Rustichelli, referring to the ‘Pandoro Pink Christmas’, at the center of the proceedings against Balocco Industria Dolciaria and the two companies headed by the Milanese entrepreneur, Fenice Srl and Tbs Crew Srl. This type of commercial communications is «the subject of great attention due to their relevance and problematic issues”, because they are capable of “significantly impacting consumers’ economic choices, leveraging their particular ethical sensitivity”, the president assured. On the competition front, however, there were 1,271 reports, 99 concentration operations assessed, 8 proceedings relating to agreements and 6 relating to abuses of a dominant position. And speaking of abuse of a dominant position, tomorrow morning the hearing of Ryanair representatives is scheduled before the Authority in relation to the investigation – still ongoing – into the alleged “restrictions” on the sale of flights reported by the travel agencies voyage.

But in the meantime, the group’s CEO, Michael ÒLeary, certainly doesn’t send word: on the eve of the hearing he called journalists to a press conference and welcomed them surrounded by cardboard cutouts dressed as pirates. Instead of the face, logos and well-known names: Booking, opodo, e-Dreams. And Jack Sparrow? The reporters asked jokingly, referring to the famous protagonist of the ‘Pirates of the Caribbean’ saga played by Johnny Depp. «Here he is», ÒLeary replied, pointing to a fourth hardback, still dressed as a corsair, with the Italian tricolor and the AGCM initials. An organized curtain call to reiterate one’s position on the matter. «The Antitrust was fooled by the false statements of the pirate OTAs, already rejected by the ruling of the Milan Court of Appeal in January 2024, which deemed Ryanair’s sales policy to be in favor of consumers». However, expectations for tomorrow’s match are not high. «I don’t expect to win», commented ÒLeary, who however assured: in this case «we will appeal to the TAR. And we will win there.”