Proper nutrition: misleading advertising, fine for the potato chips advertised by Carlo Cracco
Proper nutrition: misleading advertising, fine for the potato chips advertised by Carlo Cracco

Video: Proper nutrition: misleading advertising, fine for the potato chips advertised by Carlo Cracco

Video: Proper nutrition: misleading advertising, fine for the potato chips advertised by Carlo Cracco
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Anonim

“In the kitchen it takes audacity” declared Carlo Cracco peremptorily in the infamous Rustica San Carlo potato chips commercial. Yes, luck favors the daring, but the AGCM does not, since it has decided to attach a fine 350,000 euros to San Carlo for misleading advertising.

In addition to San Carlo, the fine from the Competition and Market Authority also reaches three other producers of potato chips in bags, Amica Chips, Pata and Ica Food, with figures of 300,000, 250,000 and 150,000 euros respectively. The motivations of the Antitrust Authority are quite complex but overall the authority has decided to sanction the companies because:

Through suggestive words and images, specific nutritional or health characteristics were attributed to certain products that were incorrect or information was provided regarding the composition and ingredients or methods of processing or cooking, attributing to the products also "pride of craftsmanship" despite their industrial nature.

Choosing Carlo Cracco and Rocco Siffredi among the testimonials of the fried potato does not seem to have brought much luck to the producers, who have managed to ring a series of communication gaffes sufficient to justify penalties that overall go over one million euros.

First of all, all four producers boasted a reduced fat content for their chips, without however exploiting an adequate communicative representation that was in line with the regulations; in practice they just boasted.

Five products, "Eldorada potatoes cooked by hand" and "Alfredo's" by Amica Chips, "The artisanal potato" and "Da Vinci chips" by Pata and "Le Peasant - handmade" by Ica Foods, advertised a craftsmanship seen probably with binoculars and which evidently did not correspond to reality for an industrial product that cannot be more industrial.

Again "Authentic trattoria with olive oil" by San Carlo, "Eldorada the traditional with olive oil" by Amica Chips and "Da Vinci chips: with extra virgin olive oil" by Pata gave excessive emphasis on the presence of oil extra virgin olive oil, equivalent instead to a drop in a sea of vegetable oils.

The accusation for La Rustica, the infamous wavy potato advertised by Chef Cracco, is that of having "presented in an ambiguous and omissive manner - in the opinion of the Antitrust - the real and distinctive characteristics of some products, thus generating the erroneous belief that these packages were distinctly different from the basic product or the flavored variant ".

"In the opinion of the antitrust" Cracco's Rustica … anything but audacious, it is a potato chip like all the others, just as it is.

Now maybe we understand what chef Cracco meant when, in the commercial we know well by now, he obsessively repeated "more, more … even more …": perhaps he was referring to the amount of the fine that was about to fall on the head of the San Carlo group.

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