Italy’s competition watchdog on Friday imposed a fine of more than one million euros on two companies owned by the queen of Italian influencers, Chiara Ferragni, for unfair commercial practices. These two groups, Fenice and TBS Crew, resorted to deceptive practices within the framework of the commercial initiative “Chiara Ferragni and Balocco together for the Regina Margherita Hospital in Turin”, promoted between November and December 2022, assures the authority in a press release. During this campaign, the Italian confectionery company Balocco put on sale pink Christmas cakes signed Ferragni in limited edition to support research on osteosarcoma and Ewing’s sarcoma in favor of the Turin hospital.
According to the authority, these companies “suggested” to consumers that by purchasing these cakes, “they would contribute to a donation” for the purchase of new equipment for the treatment of children suffering from these diseases. However, “the donation, in the amount of 50,000 euros, had already been made by Balocco” several months before the commercial campaign, notes the competition watchdog. Chiara Ferragni’s companies “collected more than a million euros” thanks to this advertising campaign “without paying anything to the Regina Margherita hospital in Turin”.
In detail, the companies Fenice and TBS Crew were fined 400,000 euros and 675,000 euros respectively. Balocco will have to pay a fine of 420,000 euros. Instagram star followed by 29.7 million people, Chiara Ferragni, 36, became known in 2009 with her fashion blog called “The Blonde Salad”. She then launched her own shoe collection in 2015, before collaborating with several fashion brands, including Dior and Chanel, and becoming an entrepreneur with, in addition to her blog, commercial activities including an online store. The Italian luxury fashion group Tod’s brought the influencer onto its board of directors in April 2021, an announcement which was greeted with enthusiasm by the Milan Stock Exchange.
