{"id":982,"date":"2024-01-04T08:08:48","date_gmt":"2024-01-04T08:08:48","guid":{"rendered":"http:\/\/foodstory.es\/?p=982"},"modified":"2024-02-20T16:52:56","modified_gmt":"2024-02-20T15:52:56","slug":"los-influencer-en-el-punto-de-mira-del-regulador","status":"publish","type":"post","link":"https:\/\/foodstory.es\/ca\/los-influencer-en-el-punto-de-mira-del-regulador\/","title":{"rendered":"Els influencer, al punt de mira del regulador"},"content":{"rendered":"<p>A la nostra societat digital fa temps que, els<em> influencer<\/em>, s&#039;han incorporat a tasques que, si b\u00e9 no estan encara ben definides les seves compet\u00e8ncies, suposen una baula fonamental a la cadena de valor del m\u00e0rqueting digital i per tant a les xarxes socials.<\/p>\n\n\n\n<p>Hi ha <em>influencer<\/em> per a tot i la gastronomia va ser un dels sectors pioners, en qu\u00e8 van apar\u00e8ixer de forma not\u00f2ria. Fins i tot, alguns han obert restaurants i estan ocupant llocs en els r\u00e0nquings de prefer\u00e8ncies de la clientela, que ja voldrien consumats xefs o directius de la restauraci\u00f3 de marca.<\/p>\n\n\n\n<p>Actualment, hi ha institucions p\u00fabliques i privades que temen que, la seva posici\u00f3 hegem\u00f2nica, en la presa de decisions de consum, provoquin no poques irregularitats: Com per exemple, la coneguda activitat en recomanacions d&#039;alguns productes de la cistella HFSS (High in Fat,Salt and Sugar) ; en particular, dirigides a poblaci\u00f3 tan sensible com la infantil o juvenil (generaci\u00f3 Z) o l&#039;\u00fas a les RRSS, de models P2P (peer to peer), de col\u00b7lega a col\u00b7lega, interpretables com el \u201cboca-orella\u201d digital.<\/p>\n\n\n\n<p>Institucions que reclamen regulaci\u00f3, atesa la seva abs\u00e8ncia; ja que a nivell de la UE, nom\u00e9s es poden trobar algunes mesures que competeixin a aquesta activitat professional, en directives com ara la 2018\/1808, sobre serveis de comunicaci\u00f3 audiovisual o la DPCD, 2005\/29, sobre pr\u00e0ctiques comercials deslleials.<\/p>\n\n\n\n<p>Entre aquests estaments estarien , des de l&#039;Institut Tony Blair que reclama canvis a l&#039;entorn alimentari perqu\u00e8 l&#039;alimentaci\u00f3 saludable tingui m\u00e9s opcions accessibles i assequibles , fins a organismes de defensa del consumidor com els d&#039;Irlanda (CCPC) Regne Unit (ASA) o Fran\u00e7a ( DGCCCRF) i per descomptat, el que els representa a Brussel\u00b7les: el BEUC (Bureau Europ\u00e9en des Unions de Consommateurs: 45 organitzacions de 31 pa\u00efsos); el qual acaba de publicar un interessant i revelador informe titulat <em>\u201cFrom Influence to Responsability\u201d,<\/em> on, en 107 p\u00e0gines, posa el focus sobre la necessitat que es reguli l&#039;activitat dels <em>influencers <\/em>en el m\u00e0rqueting digital, bolcat en sectors vulnerables. Especial \u00e8mfasi posa, el document, a restringir la seva pres\u00e8ncia al target infantil i al segment de productes HFSS.<\/p>\n\n\n\n<p>Aquesta proposta, la de limitar l&#039;activitat dels <em>influencer<\/em>, ja ha arribat al legislatiu franc\u00e8s per a altres sectors, que no s\u00f3n el dels productes HFSS. Per aix\u00f2, el BEUC insisteix en la import\u00e0ncia que, la seva iniciativa, figuri incorporada com a annex a la DPCD.<\/p>\n\n\n\n<p>Res del que s&#039;ha relatat \u00e9s ali\u00e8 al mercat espanyol de productes de consum. L&#039;any passat, des del mar\u00e7 fins a l&#039;octubre, el Ministeri de Consum va anunciar que estava llest, per enviar al Consell de Ministres, l&#039;esborrany de Reial decret sobre regulaci\u00f3 de la publicitat d&#039;aliments i begudes, adre\u00e7at al p\u00fablic infantil (document d&#039;unes 80 p\u00e0gines , on al Cap\u00edtol II de Disposicions espec\u00edfiques, article 11 item 2, apunta la prohibici\u00f3 de pres\u00e8ncia de &nbsp; <em>influencers<\/em>\u2013 en el seu sentit m\u00e9s lax- en missatges dirigits a aquest target).<\/p>\n\n\n\n<p>Alguna cosa va passar amb aquest expedient, al si del Govern d&#039;Espanya, a la part final de l&#039;any 2022; ja que, el document, se&#039;n va anar als llimbs de disposicions legals i ni tan sols va figurar en el Pla Normatiu Anual del Govern per al 2023. Es comenta que potser el motiu va ser el soroll de sabres produ\u00eft, entre l&#039;staff dels ministeris d&#039;Agricultura i Consum , que es podria resumir en si han de prevaldre, com no, les normes sobre la discrecionalitat (llegiu auto regulaci\u00f3).<\/p>\n\n\n\n<p>Sigui a Madrid oa Brussel\u00b7les, el cert \u00e9s que hi ha <em>countdown<\/em> per regular que les activitats lligades al m\u00e0rqueting digital, a les plataformes, a les marques i als <em>influencers<\/em>, siguin amb productes no saludables o dirigits a targets vulnerables; s\u00f3n temes que ja figuren als dossiers -ben documentats- dels <em>policy makers<\/em> d&#039;aqu\u00ed o all\u00e0.<\/p>\n\n\n\n<p>Ara que la restauraci\u00f3 moderna s&#039;ha digitalitzat en grau summe, com perqu\u00e8 el seu m\u00e0rqueting usi intensament les RRSS, convindria tenir en compte documents com els esmentats, i si \u00e9s possible, fer-los una ullada. Els seus lectors i analistes, no se&#039;n penediran.<\/p>","protected":false},"excerpt":{"rendered":"<p>A la nostra societat digital fa temps que, els influencer, s&#039;han incorporat a tasques que, si b\u00e9 no estan encara ben definides les seves compet\u00e8ncies, suposen una baula fonamental a la cadena de valor del m\u00e0rqueting digital i per tant a les xarxes\u2026<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-982","post","type-post","status-publish","format-standard","hentry","category-a-lo-mario"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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