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BSA advertising campaign in Italy - An Update

Dec 14, 2000, 23:45 (4 Talkback[s])
(Other stories by Francesco Marchetti-Stasi)

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[ Thanks to Francesco Marchetti-Stasi for this report: ]

You might recall my article concerning the advertising campaign of BSA in Italy. Well, there are still no news from the the Italian Antitrust Authority, but the Advertising Standard Authority (I know, we've got plenty of Authorities in Italy...:), on December 12th, sentenced the following:

"The Authority, after examining the documentation and hearing the parties, states that the broadcast advertising does not conform to the articles n. 2 and n. 8 of the Advertising Regulation Code, and orders its cessation."

The complet sentence isn't yet available. In the meantime, here's the translation of the mentioned articles (not very fluent, I'm not good at legal English and I haven't got a good dictionary at hand...)

"Art. 2: Untrustworthy advertising
Advertising must avoid declarations or representations such as to induce in error the consumers, even by means of omission, ambiguity or exaggeration not evidently hyperbolic, especially concerning the features and the effects of the advertised goods, their price, gratuitousness, or selling conditions, their diffusion, the identity of the represented persons, and eventual prizes or recognitions."

"Art. 8: Superstition, credulity and fear
Advertising must avoid appealing to superstition, credulity and, unless there is good reason, fear."

Well, I couldn't say it better myself! Many thanks to Emmanuele Somma, who filed the suits to the Italian Authorities, and to the Advertising Authority for its sentence. With this sentence, BSA will not be able to use the advertising again; we are also eager to see a sentence from the AGCM, which would force BSA to transmit corrective ads! It might be interesting to see how they would fare...

So, if you see anything similar in your country, be optimistic and file suits to your local authorities... and don't forget to keep the community informed!

Happily from Italy,
FMS.

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