SOCIAL media advertisements depicting some of the top celebrities and influencers may end up costing them hefty sanctions over non-transparent partnerships.
Antonio Banderas is one of several high-profile Spanish celebrities being investigated by Spain’s Ministry of Consumer Affairs.
According to a report from the Association of Communication Users (AUC), some celebrities may have violated advertising content.
Now some of Spain’s top-tier celebs are facing potential cease and desist orders for not being explicit about getting paid for advertisements.
‘Both they and the brands that have advertised incorrectly could face fines up to one million euros for what are considered very serious infringements,’ said the AUC, quoting Article 160 of Law 13/2022.
Serious offenses that violate the General Law on Audiovisual Communication range from €60,000 to €1.5 million.
The rules require that the word ‘advertising’ be clearly mentioned or visible to avoid any misunderstanding.
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90% of the complaints that have already been resolved detected a ‘regulatory violation’ caused by covert advertising.
Examples include promotional posts that failed to mention a commercial relationship with certain brands.
The issue was first brought to light in February when the following names were listed as under investigation: Lola Lolita, Jessica Bueno, David Bustamante, Blanca Romera, Oriana Marzoli, and Kira Miro.
ACU’s president, Alejandro Perales, told Telecino in February that “the vast majority of offenders are guilty of misleading advertising; they recommend products without specifying that it is advertising.”
There is talk of the companies also up for sanctions, with estimated amounts reaching up to 10% of global turnover.
Despite Banderas, Patellas, and Roca all under investigation, it is not yet clear whether sanctions will be given.
The celebrities are said to be on standby until a decision is made to change or remove the content they’ve advertised for.
Banderas’ latest stint in the spotlight comes after last month’s allegations of the actor facing a ‘supposedly dire financial situation’ linked to his Teatro del Soho in Malaga.
After rumors swirled of the socialite losing millions of euros, Banderas set the record straight by posting there is no ‘ruin’ to his name or fortune.
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