Carlo Rienzi and Codacons, of which Rienzi is the founder and president, have been at the forefront for years to prevent citizens from being influenced in their consumer choices by misleading messages. Not always animated by arguments that can be shared by the newspaper, there is however no doubt that Codacons’ action on the front of misleading advertising has on several occasions defused devious campaigns objectively worthy of being banned. To the point of creating a real permanent observatory on advertising, which avails itself of the collaboration of many prestigious professionals, involved in various fields, from communication to medicine.
Lawyer Rienzi, a few days ago you filed a warning against Barilla. What motivated you?
«Our Observatory has analyzed the latest advertising pages that the Barilla Group has promoted in some national newspapers and we have asked for precise information on the data and concrete actions on the subject of sustainability, which can justify the contents of the advertising message conveyed. We have therefore asked the company to suspend publication until clarity has been clarified on the real commitments undertaken towards consumers, with data also verified by us”.
From the wording of the warning it is clear that you fear you are faced with a greenwashing operation.
«Exactly. For years we have been working to dismantle advertising that companies pay to give themselves a green paint job. We study the data and then act. The aim is always the same: to protect citizens from these increasingly widespread greenwashing actions.”
For the positions you have taken, perhaps we should talk about social washing.
«You are right, because the contents of many of them concern the entire perimeter of corporate social responsibility, which in addition to the environment, includes working conditions, animal welfare and more. Furthermore, Barilla also has some problems overseas.”
Are you referring to the events related to the launch of “Italy`s-Brand of Pasta” in the United States?
“Precisely. On May 28, a class action lawsuit was certified by a California judge accusing Barilla of having deceived consumers about the origin of its pasta. To put it simply, judge Donna M. Ryu accepted the appeal of some consumers who accused the Parma company of Italian sounding. Consumers complain that the reference to Italy on the pasta packages, including a tricolor flag, blatantly deceived them. Because in reality the pasta was produced in Barilla’s American factories. It would be a serious matter if this were confirmed, just as we believe the initiative being carried out on the Mediterranean diet should be considered worrying.”
Are you referring to the Mediterranea association, born from Unionfood and chaired by Paolo Barilla? The one where Confagricoltura has a fundamental role?
“Exactly. For us it is misleading to link the Mediterranean diet, a UNESCO world heritage site, with the interests of multinationals that have nothing to do with our typical and genuine products. Artificial foods, ultra-processed snacks, companies that are condemned for impeding trade or unfair practices. We must defend the Mediterranean diet from all this.”
But where is the deception for consumers?
«Right in the name Mediterranea. They would like to put everything under this hat.
But we will not stand by and watch as our food history is debased in this way. We at Codacons always hope that the companies we criticize are able to demonstrate their good faith, but if this doesn’t happen we go all the way.”
