Chiara Ferragni, la legge e la reazione che sorprende tutti: la strategia è cambiata
Profilo basso, niente sfilate di Milano e Parigi, ritorno ai social con commenti "controllati". E soprattutto una replica di certo messa a punto con gli avvocati: "Sono lieta che il governo abbia voluto velocemente riempire un vuoto legislativo"
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aspect-ratio: 16\\\/9\\u0022 class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/2262551_3df2836080\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/2262551_3df2836080\\\/preview.webp\\u0027 alt=\\u0022Chiara Ferragni legge influencer\\u0022 class=\\u0027figure-img\\u0027 style=\\u0022width: 100%;aspect-ratio: 16\\\/9;object-fit: contain\\u0022 \\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E63 \\\/ 66\\u003C\\\/div\\u003E\\u003Cdiv style=\\u0022width: 100%; aspect-ratio: 16\\\/9\\u0022 class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/2262548_3e39559d2e\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 width=\\u0022755\\u0022 height=\\u0022944\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/2262548_3e39559d2e\\\/preview.webp\\u0027 alt=\\u0022Chiara Ferragni legge influencer\\u0022 class=\\u0027figure-img\\u0027 style=\\u0022width: 100%;aspect-ratio: 16\\\/9;object-fit: contain\\u0022 width=\\u0022755\\u0022 height=\\u0022944\\u0022 \\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E64 \\\/ 66\\u003C\\\/div\\u003E\\u003Cdiv style=\\u0022width: 100%; 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Foto Ansa e Instagram
Leggi più veloce
La vita quotidiana di Chiara Ferragni dopo il caso Balocco, tra sorrisi un po' forzati e un graduale ritorno alla vita social, è cambiata, basti pensare che non è andata alle sfilate di Milano e Parigi per la prima volta. Ma di certo quello che si è modificato drasticamente è la strategia di comunicazione. Non mostra più ogni dettaglio, dagli impegni lavorativi, ai figli, al marito, all'armadio da sogno, ora è passata a mostrare esclusivamente la famiglia e il suo brand, Chiara Ferragni appunto. Il fashion non è però del tutto scomparso. Mantiene il suo ruolo di icona glamour a livello internazionale mostrando una volta al giorno un outfit. Ma in tanti hanno osservato che per ora si fa vedere più casual e meno vamp. Riguardo all'uso di Instagram: prima si era mostrata solo nelle storie dove i commenti potevano essere visti solo da lei, poi aveva iniziato a fare dei post con i commenti chiusi e ora li ha riaperti solo ai fan che la seguono. Insomma profilo basso. E anche riguardo al decreto legislativo appena approvato dal Consigli dei Ministri per regolamentare l'attività degli influencer come lei, non solo non si lamenta ma addirittura rilascia immediatamente una nota nuove regole sugli influencer non si lamenta ma anzi rilascia una nota dove si dice super d'accordo. E, attenzione, Chiara si guarda bene dal parlarne su Instagram immaginando gli inevitabili commenti negativi e le offese.
La reazione che non ti aspetti
"Sono lieta che il governo abbia voluto velocemente riempire un vuoto legislativo. Quanto mi è accaduto mi ha fatto comprendere come sia fondamentale disciplinare con regole chiare le attività di beneficenza abbinate alle iniziative commerciali": è questo il commento di Chiara Ferragni al dl sulle iniziative commerciali a sfondo benefico. "Questo dl consente di colmare una lacuna che da una parte impedisce di cadere in errore, ma dall'altra evita il rischio che da ora in poi chiunque voglia fare attività di beneficenza in piena trasparenza desista per la paura di essere accusato di commettere un'attività illecita". Insomma la strategia legale è molto chiara, suggerita dal team di avvocati che la segue in queste vicende intricate, è evidente. Se Ferragni ha sbagliato lo ha fatto in buona fede e in un vuoto normativo che ha di certo causato questa giungla socia.
Cosa prevede il Disegno di legge
Il Consiglio dei ministri ieri ha dato l'ok al disegno di legge sulla beneficenza. Questa normativa introduce: principi di trasparenza nelle operazioni legate ad attività di solidarietà, disponendo regole e sanzioni stringenti che riguardano anche gli influencer. Si prevedono multe dai 5 fino a 50mila euro. Il 50% di questo importo sarà destinato a iniziative solidaristiche, lo ha detto il ministro per le Imprese e il made in Italy Adolfo Urso al termine del Cdm che spiega: "Così il consumatore saprà con certezza quale parte del ricavato andrà a iniziative solidaristiche", Il provvedimento, ha aggiunto il ministro, "risponde ai principi della trasparenza e assicura una informazione chiara e non ingannevole" quando i prodotti vengono pubblicizzati e venduti con fini solidaristici. La misura, ha chiarito Urso, "non riguarda ovviamente le attività di promozione da parte di enti non commerciali, per cui resta valido il codice del Terzo settore, né gli enti che fanno parte delle confessioni religiose, per cui c'è un accordo tra Stato e confessioni".
Il decalogo dell'Agcom per gli influencer
Non sarà più il modo più facile per fare soldi. Per gli e le influencer è arrivata la resa dei conti. L'Agcom infatti ha diffuso le linee guida approvate lo scorso 10 gennaio all'unanimità e pubblicate online, volte a garantire il rispetto delle disposizioni del Testo unico sui servizi di media audiovisivi. Si tratta soprattutto di trasparenza e correttezza dell'informazione, tutela dei minori e diritti della persona, trasparenza in materia di comunicazioni commerciali e product placement. Si tratta di “vlogger”, “streamer”, “creator”, “uploader” che raggiungano almeno un milione di follower sulle varie piattaforme o social media che abbiano superato su almeno una piattaforma o social media un valore di engagementrate medio pari o superiore al 2% (significa che hanno suscitato commenti o like in almeno il 2% dei contenuti pubblicati). "Regole necessarie perché gli influencer - spiega l'Agcom - svolgono un'attività economica, hanno la "responsabilità editoriale sui contenuti, che include il controllo effettivo sulla creazione, sulla selezione o sulla organizzazione dei contenuti" stessi", forniscono un servizio che "ha un impatto rilevante su una porzione significativa di pubblico" e "un legame stabile ed effettivo con l'economia italiana".
Stop all'odio e multe da 30 mila a 600 mila euro
Evitare il ricorso a tecniche subliminali, sia nei contenuti informativi o di intrattenimento sia commerciali; rispettare le norme in tema di comunicazioni commerciali, televendite, sponsorizzazioni e inserimento di prodotti e il divieto di pubblicità occulta, nonché i relativi regolamenti dell'Agcom e dell'Istituto di autodisciplina pubblicitaria (riportando in sovrimpressione una scritta che renda subito riconoscibile la natura pubblicitaria del contenuto); devono "garantire la presentazione veritiera dei fatti" e "verificare la correttezza l'obiettività delle informazioni anche attraverso la menzione delle fonti", nonché contrastare la "disinformazione online". Ancora, sono tenuti al rispetto delle norme in materia di diritto d'autore e della proprietà intellettuale. In caso di violazione, si applicano le multe previste dal Testo unico: da 10 mila a 250 mila euro per la trasparenza pubblicitaria, da 30 mila a 600 mila euro in materia di obblighi di tutela dei minori.
25/01/2024
