2023 Author: Cody Thornton | [email protected]. Last modified: 2023-05-24 11:20
First it was the ministerial spot, to be precise the campaign #oradellatte, launched by the Ministry of Agriculture to promote consumption of fresh milk, with testimonials ranging from Carlo Cracco to Cristina Parodi.
And immediately after the controversy, with the President of LAV (antivivisection league) Gianluca Felicetti asking for the intervention of the Institute of Advertising Self-Discipline against the false writings, which appeared on the website of the pro latte campaign, where the drink was defined as a food " basic in all phases of the life of individuals "and" essential for our organism in the development phase and in adulthood ".
Today the Advertising Jury accepted the requests of the LAV to block the advertising campaign because, in fact, the protein and nutrient supply provided by milk is neither fundamental nor indispensable as " can be replaced without drawbacks from other foods not of animal origin ".
LAV had cited the precedent of Mellin, which in the information given on its website defined the protein intake of meat as "fundamental": here too it is declared that the contribution, according to the advertising regulator, " can be replaced without drawbacks from other foods not of animal origin ".
The campaign, sponsored by well-known faces such as Carlo Cracco, the host Benedetta Parodi and the doctor Giorgio Calabresi, cost the Ministry 120 million, which will be required to change the homepage.