Roman opened Pandora’s box first. Alessandro Bologna himself—an influencer in restaurants, cooking, and gastronomy—made a mark in the scene. Bologna joined a street-food restaurant and said he received positive reviews from colleagues, then posted a video criticizing the establishment’s gastronomic offer. He operates a channel on YouTube under a nickname, Franchino Private Criminal, and has more than 200,000 followers. He declared, “I want to condemn food bloggers who make money from restaurants,” before admitting that the influencer phenomenon, selling reviews for cash, hides substantial fraud.
Earlier this week the issue exploded across social networks and the Italian press. Restaurant owners multiplied their messages, expressing a stake in the matter. “If you want visibility on social networks, you have to pay. That’s how we are labeled,” one owner stated. Others, mostly anonymous, claimed they were victims of real blackmail.
Gastronomic critic Valerio Massimo Visit, one of Italy’s most recognized food experts, remarked, “Young people under thirty, mostly women, lack experience.” He added that many restaurants still pay bribes to influencers, which are covert advertisements, warning that such conduct misleads consumers.
ongoing investigation
The uproar was so intense in the Alpine nation that Italian authorities, including the Finance Guard, which handles financial crime, decided to open an inquiry, according to La Repubblica. The aim is to scrutinize the methods used by influencers to attract customers and how they present reviews for a fee, sometimes with inflated amounts.
The matter also touches on legality because unobtrusive advertising is illegal in Italy. Promoting products or services without making the sponsorship obvious can carry heavy penalties, up to five million euros, explained Massimiliano Dona, president of the National Consumer Association.
According to Dona, the dispute involves more than just the restaurant owner and the influencer. Agencies that manage the content linked to influencers and the platforms where it appears also play a role. The Competition Authority is expected to assess responsibilities for each party involved.
million dollar industry
In a country where food is a major economic force, the issue is not minor. The sector contributes billions to the economy. The Italian agricultural, food processing, and hospitality sectors account for a substantial share of GDP, with millions of workers employed across farms, processing facilities, and thousands of dining establishments. The latest figures show steady growth in food-related sectors with continued expansion year after year.
Recent political discourse has turned to criticizing influencer advertising practices that promote unhealthy food and beverages. Some lawmakers advocate for clear, tighter regulations to govern influencer marketing, arguing that existing laws do not adequately address the marketing phenomenon surrounding influencers and their campaigns. These discussions point to a broader push for stronger consumer protections in digital advertising and brand partnerships.