RULES OF CONDUCT
Art. 1 - Fairness of commercial communication
The Commercial communications must be honest, truthful and fair. It must avoid anything that might discredit it.
Art. 2 - Misleading Commercial Communications
The Commercial Communications should avoid any statement or representation which is likely to confuse consumers mistake, even by way of omission, ambiguity or exaggeration is not manifestly hyperbolic, in particular as regards the characteristics and effects of the product, the price, gratuity and conditions of sale, distribution, the identity of the represented people, prizes or awards.
In assessing the misleading of the commercial communication is taken as the parameter average consumer of the reference group.
Art. 3 - Terminology, quotations, technical and scientific evidence, statistical data
Terms, quotations and mentions the technical and scientific evidence must be used in order appropriate. Technical and scientific tests and statistical data with limited validity should not be presented in order to appear generally valid.
Art. 4 - Testimonials
The testimonials and other forms of accreditation of a product, for promotional purposes, shall make clear their nature and being authentic and responsible.
Art. 5 - Guarantees
Mandatory guarantees can not be disclosed such as to suggest that the mode their content is greater than or different. Where are disclosed guarantees greater than or different from those compulsory, the commercial communication shall specify the content and modalities of the guarantee offered or provide a brief but comprehensive description thereof together with reference to sources written information available at the point of sale or supplied with the product.
Art. 6 - Proof of the truth of commercial communication
Anyone worth of commercial communication must be able to demonstrate, on request the Jury or the Audit Committee, the validity of information, descriptions, statements, illustrations, and the consistency of the testimonies used.
Art. 7 - Identification of commercial communication
The Commercial communications must always be recognizable as such. In the media and in forms of commercial communication which are broadcast content and other information, the commercial communication must be clearly distinguished by means of suitable precautions. With regard to certain forms of commercial communication disseminated through the internet, main suitable measures are indicated in the Digital Chart Regulations.
Art. 8 - Superstition, credulity, fear
The commercial communication must avoid any form of superstition exploitation, credulity and, except in justifiable cases, fear.
Art. 9 - violence, vulgarity, indecency
The Commercial communication should not contain statements or depictions of physical or moral violence or which, according to the taste and consumer sensitivity, should be considered indecent, vulgar or repulsive.
Art. 10 - Moral, civil convictions, religious and human dignity
The Commercial communications must not offend moral, civil and religious. It must respect the dignity of the person in all its forms and expressions, and must avoid all form of discrimination, including that of genus.
Art. 11 - Children and adolescents
Special care must be taken in messages directed to children, meaning lower up to 12 years old, and young people or which can be received by them. These messages do not have to contain anything that could harm them mentally, morally or physically and not have to also abuse their natural credulity or lack of experience or their sense of loyalty. In This particular commercial communication must not suggest:
violate generally accepted rules of social behavior;
take actions or expose themselves to dangerous situations;
believe that the failure to possess the object of the communication product means inferiority or failure to fulfill their duties by parents;
diminish the role of parents and other educators in providing valuable dietary guidelines;
adopt the habit of unbalanced eating behavior, or neglecting the need for follow a healthy lifestyle.
The Commercial communications must not contain direct exhortation to children to buy or solicit others to purchase the advertised product. The use of children and adolescents in the communication must avoid playing on the natural feelings of adults towards younger.
They are prohibited representations of behaviors or attitudes marked by the sexualization children, or persons who are deemed acceptable.
Art. 12 - Protection of the natural environment
The commercial communication that state or evoke benefits of environmental or ecological it must be based on truthful, relevant and scientifically verifiable. Such notification must allow to clearly understand what aspect of the product or Business publicized the claimed benefits refer.
Art. 12bis – Security
The commercial communications related to products that could pose dangers, particularly health, safety and the environment, especially when such dangers are not easily recognizable, it should indicate clarity. In any case the commercial communication shall not these contain lead consumers descriptions or representations to disregard the normal rules prudence or decrease the sense of supervision and responsibility towards the dangers, including Body images inspired aesthetic models clearly associated to eating disorders harmful to health.
Art. 13 - Imitation, confusion and exploitation
Any imitation of the commercial communication of others relating to non-competing products must be avoided, especially if likely to create confusion with the other's commercial communication. It should also be avoided any use of the name, the Trademark, the reputation and others' company image, if it is intended to generate an undue advantage.
Art. 14 - Denigration
Any denigration of activities, companies or products of others, is prohibited although not named.
Art. 15 - Comparison
Comparison is permitted when it is useful to illustrate, under the technical or economic aspect, features and advantages of the goods and services covered by commercial communication, comparing objectively essential characteristics, relevant, verifiable technically and representative of competitive goods and services, which meet the same needs or intended for the same objective.
The comparison must be fair and not misleading, does not generate the risk of confusion or discredit or denigrate. It should not take unfair advantage of the reputation of others.
Art. 16 - Variability
An acceptable business communication for a specific scope or for a given product does not necessarily be acceptable for another, taking into account the different characteristics of the various means and various products. In the cases referred to in articles 17, 18, 21, 27, 28 and 46 are allowed messages that do not contain all the information therein, when the same messages are limited to statements generic.
The conformity of a commercial communication to the norms of the Code does not exclude the possibility to refuse, according to their contractual autonomy, a communication that is differ from more stricter criteria established.
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