2024-01-11 03:53:47
Published11. January 2024, 04:53
Expert clarifies: Will influencers soon be controlled more harshly because of Chiara Ferragni?
By deceiving her fans, Chiara Ferragni not only harmed herself. As one of the biggest influencers in the world, the scandal could lead to stricter rules in the industry.
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Chiara Ferragni is currently writing negative headlines. She is said to have deceived fans with a fundraiser.
Instagram/chiaraferragni
The packaging of the Easter eggs from the “Dolci Preziosi” brand featured a picture of the influencer. On her website she writes that part of the profits will be donated to a charity.
She is said to have done the same thing in 2022 as part of a special Pandoro campaign. The pink version with her name on it cost more than double the price of a regular Pandoro of the same brand.
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Chiara Ferragni has to answer in court because of the Pandoro campaign.
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The mega-influencer’s scandal doesn’t just affect her.
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According to PR expert Ferris Bühler, it could lead to stricter rules in the influencer industry.
Mega-influencer Chiara Ferragni (36) is facing a lawsuit because of her cake and Easter egg campaign. The case is not only relevant for the Italian, but also has exemplary significance for the entire influencer industry.
Transparency is more important than ever in business today. “Consumers want and should know what collaboration between brands and influencers looks like in order to be able to understand the authenticity of content – even in charity campaigns,” said PR expert Ferris Bühler to 20 Minutes.
What are the consequences of the Ferragni case?
The fact that Ferragni, who is one of the most influential social media stars in the world with almost 30 million followers on Instagram, is now stumbling over this is not only damaging to herself. “It can lead to laws being tightened in certain countries . “In addition, social media services must once again deal intensively with rules and standards relating to , charity and their transparency,” says Bühler.
Is Chiara Ferragni’s career over?
The influencer industry flew under the radar of the judiciary for years. This should slowly come to an end. But it’s not (only) Chiara’s fault. “The industry and publishers are putting pressure on the same rules to apply to influencer marketing as to traditional media, where paid contributions must be clearly marked,” says the professional. According to the expert, content creators who adhere to the rules of transparency have nothing to worry about.
According to Bühler, however, the situation is serious for the “Queen of Influencers”. “Through clever self-marketing, she has managed to build an approachable and likeable image despite living a luxurious life in recent years. For many people, she was the girl next door who was treated to every million-dollar deal with brands. The current scandal does not fit this image at all,” is his assessment.
Her further action is crucial for her career: “If she made another credible public apology and admitted the possible mistakes in detail, she would be back in business more quickly. Ignoring and keeping quiet will only prolong the scandal.”
The probability that Chiara knew about the fraud is relatively high. «The management negotiates the details of a collaboration with cooperation partners. “Finally, the final contract proposal is discussed with the influencer and the influencer usually signs it himself. This means that the content creator always knows what a deal looks like and what services need to be provided,” explains the podcast host.
Are there comparable cases in Switzerland?
The scandal has already led to Chiara losing an deal with Coca-Cola. “I expect that, depending on how the scandal and the investigation progresses, other major brands will distance themselves from the star influencer,” is Bühler’s assessment.
archyde news deals are vital for content creators. “In this country, year-round deals with a single brand can quickly amount to 50,000 to 100,000 francs for major influencers, thus securing them a nice basic income,” says the expert.
In Switzerland, Bühler is not aware of any case of a content creator who had to answer in court because of an cooperation. “In principle, the law against unfair competition applies in Switzerland. This means that it is unlawful to influence the relationship between competitors or suppliers and customers through deceptive behavior. In addition, there are the guidelines of the social media platforms.
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