Il Fatto Alimentare has lodged a formal complaint with the Istituto di Autodisciplina Pubblicitaria (IAP) and the Autorità Garante della Concorrenza e del Mercato (AGCM) challenging the recent advertisement for Uliveto mineral water. Central to the ad are sports icons Alessandro Del Piero, who skydives, and actress Maria Grazia Cucinotta, who is shown engaged in climbing sports, both holding bottles of Uliveto water. The complaint accuses the advertisement of making misleading claims about the health benefits of the water, particularly its purported effects on bone health and youthfulness.
The crux of the complaint stems from the claim stating Uliveto water "maintains healthy and strong bones" due to its calcium and magnesium content. According to EU Regulation 432/2012, which governs nutritional and health claims, the statement about calcium must specify, "Calcium is necessary for the maintenance of normal bones," and for magnesium, it should state, "Magnesium contributes to the maintenance of normal bones." Any deviation from these exact phrases risks inducing consumers to misinterpret the benefits associated with the product. The wording used in the advertisement, particularly the assertion of promoting "strong and healthy bones," is considered non-compliant with these regulations and could mislead consumers.
The Ministry of Health has underscored the necessity of respecting precise wording to circumvent potential confusion among consumers. This administrative clarity serves as the basis for the serious concerns raised over the advertisement's content. The allegations reflect broader issues within advertising regulations and the health industry, highlighting how claims can often blur the line between factual and persuasive language.
Il Fatto Alimentare notes this is not the first time such issues have arisen. A similar complaint was filed by IAP previously, aimed at another mineral water brand, where the advertisements also touted extraordinary health benefits tied to commonplace mineral components found across many water brands. This suggests a worrying trend where companies misrepresent what makes their product unique or beneficial.
Another contentious point raised pertains to claims implying Uliveto water helps maintain youth. Such assertions are characterized as “miraculous” and deceptive, and there is no scientific evidence linking water consumption to youth maintenance. This theme is particularly sensitive and has been exploited by various companies, leading to heightened scrutiny.
Despite the presence of beneficial minerals, the advertisement suggests it can facilitate overall excellent health or performance. This assertion lacks merit since nutrients primarily support specific physiological functions and are not guaranteed to induce miraculous wellness outcomes.
The appeal for censorship is clear; Il Fatto Alimentare has formally requested intervention from the IAP and AGCM to remove or alter the advertisement, which has been airing across television and online platforms for several months. The latest version of the advertisement aired on February 21, 2025, on LA7 and reiterated the same potentially misleading claims, but within a new filming setup where Cucinotta is featured wearing judo gear at the gym, and Del Piero is seen riding his mountain bike along rural trails.
It remains to be seen how the regulatory bodies will respond to this call for scrutiny. Past reactions to misleading advertisements indicate the authorities might take action as they have done before with other campaigns deemed improper.
This incident sheds light on the need for careful consideration of health claims made within advertising contexts, especially when associated with popular figures who can sway public perception and consumer behavior significantly. Preventing misleading health claims is imperative to maintain trust between consumers and brands and to promote informed decision-making.
Should the IAP and AGCM decide to intervene, this could set important precedents for how health-related advertisements are crafted moving forward. Companies must prioritize integrity and clarity over compelling marketing strategies, ensuring the honesty of claims made to consumers.