THEin Treccani has officially entered the “pandoro-gate” among the neologisms of 2024. A linguistic consecration that represents only the latest chapter of the most discussed scandal in the Italian digital world. Behind this new lexical entry lies, in fact, a much more complex story that concerns the fragility of the influencer system and the need for greater transparency in digital marketing.
Pandoro-gate: the investigation
The story begins in November 2022 When Ferragni throws together with Balocco the Pink Christmas, a special edition of the classic pandoro branded with his name. The reason, a charity campaign which, as it was set up, seemed to make it clear that part of the proceeds from sales would go to the Regina Margherita Hospital in Turin to support research. Which in the eyes of consumers justified the higher price. The journalist Selvaggia Lucarelli, however, with her investigation, revealed that a donation of 50 thousand euros had already been made to the hospital months earlier, in a lump sum, regardless of the actual sales of the pink pandoro.
And the legal challenges
Almost a year later, the December 15, 2023, the Antitrust fine arriveswhich fines both Ferragni’s company and Balocco Spa for over 1 million euros and 420 thousand euros (respectively) believing that the commercial practice implemented was deceptive and incorrect. According to the complaints, first by Agcom and then by the Prosecutor’s Office, the campaign would have used “misleading advertising shared via social media and the web”. The Milan Prosecutor’s Office concluded the investigations in October 2024, involving not only Chiara Ferragni but also three other people, all accused of aggravated fraud. Now, the businesswoman risks prosecution.
Resolution with consumers
At the end of December 2023, at least an agreement has been reached with consumers: the digital entrepreneur, Codacons and the Association of Radio and Television Services Users have signed an agreement that has provided a refund for buyers of Pandoro Pink Christmasthe payment of legal expenses and a donation of 200 thousand euros in favor of women victims of violence.
Chiara Ferragni was the most affected by the Pandoro-gate affair, a bad case of charity that was at least not transparent. (AskaNews)
The impact on the non-profit sector
Contrary to expectations, the world of charity has withstood the brunt: the relationship We donate 2024 reveals that only 5% of nonprofits experienced negative effects on fundraising. However, the scandal led to the introduction of the “Ferragni decree”which imposes new rules for influencer charitable operations, including the requirement for prior notification to the Antitrust.
The collapse of the social empire
The fact had major repercussions on the image of the entrepreneur. One year after the scandal broke out, the Arcadia studio documented the collapse of the Ferragnez’s digital profiles: Chiara lost 1 million followers on Instagram and 100 thousand on TikTokwhile its engagement dropped by 69% on Instagram and 73% on TikTok. But also Fedeznow ex-husband, suffered significant losseswith 850 thousand fewer followers on Instagram and engagement at an all-time low.
The commercial consequences
There wasn’t much to do and also Chiara Ferragni’s attempt at “damage control” through an apology videowith a deliberately modest image and the announcement of a 1 million euro donation, it turned out to be completely counterproductive. The public didn’t like it, worsening the reputational crisis. Furthermore, the domino effect has not spared commercial partnerships: numerous luxury brands have stopped collaborations with the influencer between 2023 and 2024signaling a paradigm shift in the relationship between brands and digital testimonials.
The lesson for the future
The “pandoro-gate” ha represented a turning point in Italian digital marketing so much so that it even becomes a new word to include in a dictionary. Its meaning, in fact, beyond the exclusively linguistic oneis a lesson that the sector will hopefully not be able to afford to forget: namely, obligation of greater transparency and authenticity in digital communications when influencers and companies approach social marketing campaigns.
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