The food fact presented a exposed to the Control Committee of the Institute of Advertising Self -Discipline (IAP) and to the Authority of the competition and the market (AGCM) Against the olive grove mineral water spotwhich sees Alessandro Del Piero as a testimonial, who launches himself from a plane with the parachute, and Maria Grazia Cucinotta, struggling with sports climbing. In both situations, the two protagonists have a bottle of olive grove in hand.
According to the newspaper, advertising is misleading for the public, in particular for some statements concerning the benefits of water.
The main disputes
The first critical point concerns The claim according to which the olive grove “keeps healthy and strong bones” Thanks to the presence of calcium and magnesium. According to EU regulation 432/2012 on nutritional claims and health, the claim is expected for football “Football is necessary for maintaining normal bones“, While for magnesium”Magnesium contributes to the maintenance of normal bones“. These texts are not modifiable, since any variation could induce the consumer to erroneously interpret the benefits.
In particular, the affirmation of the spot that speaks of “healthy and strong bones” does not comply with the regulations, and the words of Del Piero are therefore potentially incorrect and deceptive. The Ministry of Health has clarified these rules, highlighting the need to respect the precise wording to avoid confusion.
The food fact He underlines that the same dispute had been raised in 2022 by the IAP for a spot of another brand of mineral water, highlighting how the mineral salts mentioned are common to many waters and not an exclusive of a particular brand.
Another statement deemed problematic is that in which it is claimed that The olive grove “keeps young”. This sentence has a miraculous and deceptive character, there is in fact a scientific correlation between the consumption of this water and the maintenance of youth, a very “sensitive” theme and on which several companies “play”. In addition, the concept is repeated several times in the spot to emphasize its persuasive effect.
It is then referred to a life ‘superform’ thanks to the consumption of water which, however, despite actually containing mineral salts, certainly cannot guarantee this overall benefit. The nutrients present only contribute to specific physiological functions, without any miraculous effect on general well -being.
The appeal for the censorship of the spot
The food fact He then asked the IAP and AGCM of intervene to censor advertisingwhich has been broadcast for several months on television and online. The complaint also refers to a second version of the spot, aired on February 21, 2025 on La7, in which the same statements are re -proposed in a different context: Cucinotta is located in a gym with a Judo Kimono and Piero in mountain bike on a countryside path.
Now it remains to be seen if the authorities will take measures against the olive grove spot, as already happened in the past for other advertising campaigns deemed incorrect.
