Following the watchdog authority's
'moral suasion' for influencers to be transparent in social
media posts, several of those affected responded on Wednesday.
Among those mentioned by the watchdog authority was a
well-known couple that includes top fashion blogger Chiara
Ferragni, who has racked up millions of fans for her 'The Blonde
Salad' site and will soon be opening a shop in Milan with her
collections.
The authority has called for greater transparency in telling
visitors to the site about the products publicized in social
media posts.
While Adidas media offices have refused to comment, they
added that they "have complete confidence in the work of the
authority in charge".
Alberta Ferretti added that "I understand very well that
there is a need to regulate these new forms of communication.
Personally, I have always dressed women that I like and
respected, and even today with its different parameters, I am
happy to see today's girls being happy to wear Alberta Ferretti
and be photographed. I must admit that I find it strange to see
my name mentioned when speaking about covert advertising, since
I have always dressed celebrities that I 'loaned' dresses to,
and then the photos were published in newspapers and websites
across the world, and today the means of communication have
changed as well as visibility, but not the spirit of it."
"There were never rules before and so no one broke them, but
I am certain that as soon as regulations are put into place,
everyone will be happy to follow them," she said.
Mariano Di Vario, who has 5.9 million followers on Instagram
and is the most famous Italian blogger in the world, sees the
watchdog authority's decision on the need to declare the brands
in the posts of 'influencers' as positive.
"For the past six months I have been including the name of
the brand, since they are doing this in America since January,"
the 28-year-old former model told ANSA while on holiday in
Sicily with his wife and son. "I find that transparency is
better. Influencers have a relationship of trust with their
followers and this is what they build their future on."
In these six months, he said, "no company withdrew, and it is
even important for them that there be the hashtag with the name
of the brand. And both fashion houses and followers have
increased."
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