The incredible success achieved could cost Mille dearly, the catchphrase signed by Fedez-Lauro-Berti. Here’s what it risks.
There is no doubt that it was one of the biggest hits of the summer. Perhaps he could even win the summer “smash” award, having already applied from the moment the protagonists announced the job. Mille indeed, the success by Fedez, Achille Lauro and Orietta Berti, is a mix of voices probably never so different from each other. Yet they liked it, the views on YouTube speak for themselves: almost 63 million clicks reached, Vevo certification and an incalculable number of shares.
All good then, with a lot of demonstration that, after all, old and new generations of singers can somehow coexist, beyond musical tastes. What’s wrong then? According to the Codacons, something is there. The consumer association, in fact, announced that the Antitrust has opened a case, starting preliminary activities not on the song itself but on the video. The problem would lie not in the iconic phrase of the text (“Coca-Cola red lips) but in the images.
The case of Mille: the question put forward by Codacons
Apparently, the circumstances may have arisen for a covert advertisement for Coca-Cola, of which a bottle is shown in the act of being consumed. In an investigation of this type, this is anything but a secondary question, not least why the success of the song could be a dangerous boomerang. Specifically, a rather heavy penalty. Codacons explains it in a note, specifying that the question concerns exclusively the video clip. Who “would not have respected the Antitrust provisions according to which viewers must be adequately informed even in music videos about the insertion of trademarks for commercial purposes”.
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The notice, as Codacons himself points out, “is present on the official page of the Mille video published on Youtube”. The problem is that this would be insufficient, since the Antitrust “has ordered that it must be made clear” in music videos. However, it must be said that Mille it is not an isolated case, on the contrary. The issue of placing products for advertising purposes in videos is quite cyclical. However, according to the Codacons, everything must be clear and evident, “Providing superimposed signs that warn about the presence of brands for promotional purposes”. If the violation is confirmed, the consequences could be severe, with a fine of up to 5 million euros.
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