The COGEDI company, owner of the Rocchetta and Uliveto brands, sentenced to one fine of 10 thousand euros for advertising campaigns focused on healthy effects of the waters emphasized by theapproach to gastroenterologists and urologists. But the fine would have been higher if the company hadn't repented: in the future, advertising will be correct.
Change the advertising of Rocchetta and Uliveto waters: wordings that combine medical associations of gastroenterologists and urologists with waters will be eliminated from the texts, promoting their beneficial effects on health. AND the word 'health' is accompanied by the more generic word of well-being.
Thanks to these changes, Cogedi, the company that owns the brands, she managed to get a discount from the Antitrust which sanctioned her with a 10 thousand euro fine.
For the Authority previous advertising campaigns had been incorrect because based on elements that they gave the waters an additional health-promoting feature with respect to their actual characteristics which, according to what emerged from the preliminary investigation, can be legitimately represented but only within the limits of the indications authorized by the Ministry of Health. Hence the decision to fine the company, however taking into account the industrious repentance that took place during construction.
Indeed, COGEDI presented at the offices in Piazza Verdi alternative proposals, committing to modify future advertising campaigns in line with the observations advanced by the Antitrust with the start of the proceeding.
The proposals illustrated provide for the elimination of any emphatic association between the consumption of Uliveto and Rocchetta waters and health that goes beyond what is authorized and admitted by the Ministry of Health: in this way, no additional benefit is recognized to the products, even through expressions or depictions relating to partnerships or sponsorships of physicians or their associations.
In particular, the words "Ulive grove and Rocchetta for the well-being of the family" will be used, together with "Ulive grove favors digestive well-being" and "Rocchetta favors urological well-being". However, together they will remain 'waters of health' but given the overall picture of the messages, the Antitrust has given the green light.
