But not so "Bella Italia": Coop accused of misleading advertising
Because olive oil was advertised in the context of Italy, although it does not originate from Italy, a complaint was filed against Coop with the Commission on Fair Trading.
The bone of contention: The olive oil "Filippo Berio Il Classico". This was advertised and presented in an Italian context as part of the Italy Weeks organized by Coop in August (see picture above), although it is a "blend of olive oils from the European Union", as declared on the back of the bottle.
How the Switzerland at the weekend reported in its current issue, the "International Olive Foundation" (IOF), based in Lucerne, has now filed a complaint with the Swiss Fairness Commission. The IOF - International Olive Foundation is an independent Swiss testing agency for extra virgin olive oil. Behind the foundation is the olive oil importer Silvan Brun.
For him, Coop had clearly exploited the advantages of Italianità and advertised the product "in a way that was misleading for consumers as an obviously Italian product". He had already pointed out the misconduct to Coop in the past, but so far without success. On its Blog "Master of Olive Oil Brun has been criticizing the retailer for some time in connection with said olive oil brand. For example, the oil was labeled on the shelf with "Manufacture: Italy" (instead of "Origin: ..." as is the case with other oils) or a Filippo Berio shelf was - according to Coop inadvertently - decorated with an Italy flag.
Opposite the Switzerland at the weekend Coop says it is currently investigating the exact facts. According to the information provided so far, however, the declaration on the products complies with the legal requirements.
However, it is also clear that, according to Swiss food law, the labeling, packaging or advertising must not give consumers any false ideas about the manufacture, country of production or origin of the raw materials.
Before the Fairness Commission takes a position on the facts of the case, it must await a possible statement from the respondent. The deadline for this has not yet passed, the Commission said in a letter sent to the Advertising Week is available. The topic could then be addressed in the November meeting at the earliest.
The cantonal laboratory of Basel-Stadt is also taking up the case. If it finds a violation of food law, it can - in contrast to the Fairness Commission - prescribe binding measures. Among other things, this may involve adjustments to advertising campaigns.
