Complaint about surreptitious advertising against Federer and Hunziker
Various celebrities are alleged to be engaging in surreptitious advertising and earning money through advertising contracts. The Consumer Protection Agency has leveled this accusation against them and has therefore filed a complaint with the Fair Trading Commission. However, they are not facing any fines.
The five prominent Swiss were selected by the consumer protection exemplarily because they have put as Influencer on platforms such as Instagram, Facebook or other a perfume, a clothing brand or otherwise a product in the picture, without marking this as advertisement, as the foundation with seat in Berne communicated on Monday.
Influencers are people who, due to their strong presence and high reputation on one or more Internet platforms, are eligible as vehicles for advertising and marketing. As a rule, they collect advertising or sponsorship money and are often athletes or artists. Contributions listed by Consumer Protection lack the indication that they are advertising.
Roger Federer shows the logo of his clothing suppliers in a video, writes the consumer protection, the snowboarder Iouri Podladtchikov lets himself be photographed in the entrance of a clothing store.
And Michelle Hunziker thanks various stores for their support in a fashion shoot, the cyclist Jolanda Neff spreads a contribution from a credit card company, and finally Xenia Tchoumi advertises jewelry, criticizes the consumer protection. The influencer rejects the accusations vis-à-vis Blick.ch however, firmly refutes, stating that she has no collaboration with the two brands featured and was not paid for the photos. "So why should I write that it's paid advertising when it's not," she says.
Active only after complaint
Consumer Protection is now curious how the Fairness Commission will judge these cases. The Swiss regulation has significant disadvantages compared to those of surrounding countries, it writes. For example, the commission only takes action after a complaint, and it cannot impose sanctions on offending influencers or companies, only warnings. And they would not have to fear fines either.
With the submissions to the Fairness Commission, Consumer Protection says it wants to ensure that advertising on social media platforms is better labeled and that the rules are also followed by smaller, less professionally operating influencers. (SDA/red)
