Snack food producer fined over misleading 'Italian' ad

Bulgaria's Commission for the Protection of Competition has imposed a fine of €109,058 (approximately $138,373) on Ital Food Industry AD, a Bulgarian producer of snack food located in Shumen, north-eastern Bulgaria, on the grounds that the television commercial for its Bruschette Maretti product was misleading.

The commission found that the commercial was misleading because it led consumers to believe that the advertised product (small pieces of bread with various toppings) originated from Italy. The commission pointed out that the commercial was based entirely on the Italian culture and language. Moreover, the various ingredients used to make the Bruschette Maretti product, such as olive oil, parmesan cheese, tomatoes and basil, created the impression that the product originated from Italy.

The commission ruled that Ital Food's acts were contrary to fair trade practices, as it should have clearly indicated that the product originated from Bulgaria.

Milena Bogoslovova, PETOŠEVIC, Sofia 

Unlock unlimited access to all WTR content