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The TV ads of Bruschette Maretti have brought its producer a fine and reproarch by the Bulgarian competition authorities. Photo by italfoodindustry.com
Italfood Industry, a producer based in the city of Shumen in Northeastern Bulgaria, has been fined BGN 213 300 for presenting a Bulgarian-made product as Italian.
The product in question are the so called Bruschette Maretti, and the hefty fine originally imposed on Italfood Industry by the Bulgarian Competition Protection Commission was upheld Thursday by the Supreme Administrative Court in Sofia.
The fine is motivated by a long-running TV ad of Bruschette Maretti, which according to the competition watchdog use elements from the traditional Italian culture, Italian language, and lifestyle to create the impression that the product is Italian, thus violating basic market rules. The controversial TV commercial in question can be viewed HERE.
The Commission believes that the right thing for the producer to do was to declare the Bulgarian origin of the product.
The decision of the Supreme Administrative Court is final, and cannot be appealed.
The Shumen-based producers Italfood Industry is an exporter of bruschette and other food processed food products in most of Eastern Europe and the Balkans.
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