The Italian Competition Authority (AGCM) has fined four potato crisp makers a total of €1 million for "deceptive advertising".
The four brands - San Carlo (€350.000), Amica Chips (€300.000), Pata (€250.000) and Ica (€150.000) were fined for making untrue claims about nutritional or health-giving qualities or "boasting the home-made nature" of their products.
All four declared a low or reduced fat content on their packaging, but the way this was written on the label did not meet the EU requirements (EC Reg. No. 1924/06).
According to Italy's anti-trust body, Amica, Pata and Ica Food made misleading claims about the fundamental nature of their supposedly "hand-crafted" lines.
San Carlo, Amica and Pata were punished for misrepresenting the olive oil component used in their more upmarket brands, which were actually fried in mainly vegetable oil.
San Carlo and Amica were also found to have misleadingly suggested there was some fundamental difference between their premium plain crisps and their basic plain or flavoured ones.
In determining the penalties, the AGCM also took into account the size of each of the four operators and their conduct during the procedure, appreciating the spontaneous commitment or the early adoption of measures to eliminate aspects of misleading claims and to increase transparency for consumers.
In a statement, San Carlo expressed surprise with the Authority's judgment, especially in view of the fact that the profiles in dispute have already been removed from the packaging that will soon be marketed. The company also said it reserves the right to appeal before the administrative judge.
The investigation followed complaints by individuals and the Italy's National Union of Consumers.
© 2015 European Supermarket Magazine – your source for the latest retail news. Story by Branislav Pekic
