The Competition and Market Authority (CMA) recently concluded its PS12699 investigation concerning the promotional practices associated with Chiara Ferragni’s branded pandoro. This resolution, achieved through commitments from TBS Crew Srl and Fenice Srl, marks a significant advancement in consumer protection and corporate responsibility within the influencer marketing sector.

The CMA launched the PS12699 investigation to scrutinize the transparency and fairness of the marketing strategies employed in the promotion of Pandoro endorsed by Chiara Ferragni, a globally recognized fashion influencer. The investigation raised concerns about potential consumer deception, leading to the involvement of the CMA to ensure that consumer rights were upheld. In response, TBS Crew Srl and Fenice Srl proposed a series of commitments to address these issues.

A major part of these commitments includes a substantial financial contribution to social causes. Over the next three years, the companies will donate 5% of their distributable profits, with a minimum total of 1,200,000 euros, to the social enterprise “Children of the Fairies.” This organization supports children with disabilities and their families, providing a significant boost to its efforts.

Chiara Ferragni expressed her satisfaction with the resolution on her Instagram stories, highlighting the commitments as a crucial step forward for the companies involved. She underscored the importance of transparency and integrity in commercial practices and voiced her support for the charitable initiatives being undertaken.

One of the key commitments made by TBS Crew Srl and Fenice Srl is to ensure a clear distinction between their commercial and charitable activities. They have pledged not to use charitable initiatives as marketing tools, maintaining transparency and integrity in their operations. To support this, dedicated sections will be created on their new websites to transparently showcase their charitable efforts.

Beyond financial contributions, the companies are adopting rigorous internal self-regulation inspired by the latest best practices in communication and marketing. This includes principles that ensure adherence to these standards and regular training sessions for employees to foster a culture of ethical behavior and responsibility.

The conclusion of the PS12699 investigation is a significant milestone for the influencer marketing industry. By accepting and implementing these commitments, TBS Crew Srl and Fenice Srl are setting a new standard for corporate behavior, emphasizing consumer protection, transparency, and social responsibility.

The resolution of the “Easter eggs/ Chiara Ferragni” case by the CMA, along with the substantial commitments from the involved companies, marks a positive step forward for the industry. It highlights the importance of ethical practices and the potential for corporate actions to effect meaningful social change. As Chiara Ferragni aptly noted, this resolution represents not just a happy ending but a promising new beginning for influencer marketing.