Chiara Ferragni, Italy’s most prominent influencer, known for her massive Instagram following of 29.5 million, is now under investigation for fraud. The scandal initially centered around the sale of limited edition Balocco pandoro Christmas cakes, which were marketed with the promise of charitable donations to the Regina Margherita Hospital in Turin, but has now expanded into an investigation into all her projects.
Ferragni was fined 1 million euros by Italy’s antitrust authority for misleading consumers and dropped from various sponsorships, including Coca Cola and Lux Optica; her situation escalated when Milan prosecutor Eugenio Fusco initiated an investigation for aggravated fraud. This probe, also involving Alessandra Balocco, head of the pandoro company, arises from allegations that the campaign’s charitable aspect was overstated and under delivered.
The scandal, dubbed “pandoro-gate,” highlights the often-marred relationship between influencers and the products they endorse, especially when philanthropy is implicated. Ferragni’s case is emblematic of a broader issue in the influencer industry, where transparency and authenticity in promotional activities are under increasing scrutiny.
In response, Ferragni initially expressed confidence in the legal process and her commitment to cooperate with the investigation. After subsequent backlash, she released an apology video that went viral in which she appeared close to tears and more disheveled compared to her regular meticulous image. She acknowledged her oversight in the campaign’s communication and pledged to dissociate charitable activities from her commercial endeavors in the future. To reinforce her apology, Ferragni has committed to donating 1 million euros to the Turin hospital; the donation was later confirmed to have been received. However, this occurred only after the heavy criticism.
This incident has not only stirred public opinion but also drawn censure from political figures. Italian Prime Minister Giorgia Meloni, in a veiled reference to Ferragni, underscored the importance of genuine contributions to society over superficial endorsements.
The Italian antitrust agency’s fine against Balocco, amounting to 420,000 euros, further complicates the issue. The agency contends that the company’s initial donation of 50,000 euros before the campaign’s launch was the sole contribution, contrary to the impression given to consumers.
Ferragni, who began her career as a fashion blogger and now holds a position on the Tod’s luxury fashion group board, finds her reputation and her future in the balance as the investigation unfolds.
