Sanremo Festival and Brand Integration: Navigating Advertising Regulations

The Sanremo Music Festival, Italy’s premier song contest, is increasingly becoming a focal point for brand visibility. Recent scrutiny has centered on the extent to which brands can be integrated into the festival, particularly through references in song lyrics or artist affiliations. Rai, the Italian public broadcaster organizing the event, is actively reviewing instances of potential advertising to ensure compliance with festival regulations.

The Rise of Brand Mentions

Concerns were raised regarding potential advertising within the 2023 festival. Specifically, attention focused on the mention of Valentino by Marie Antoinette & Colombre in their song “Happiness,” and the song title “Nocturnal Animals” by Malika Ayane, which also corresponds to a beauty product line. Further scrutiny arose from Selvaggia Lucarelli’s observations regarding Ayane’s promotion of a Veralab beauty product seemingly linked to her song title, evidenced by an artist-posted Instagram advertisement using the hashtag #adv.

Rai’s Regulatory Position

Rai is currently undertaking a comprehensive review to determine any potential liabilities and to safeguard its rights. According to Claudio Fasulo, Deputy Director of Prime Time Entertainment at Rai, the festival’s regulations prohibiting direct or indirect advertising “must be interpreted with a certain elasticity” unless there is evidence of “undue emphasis.” This suggests that casual references to brands without a formal commercial agreement may be permissible.

Defining “Undue Emphasis”

The key determinant in assessing potential violations appears to be the existence of a commercial contract between the artist and the brand being referenced. If a brand mention is not tied to a paid partnership, the regulations allow for a degree of flexibility. However, explicit endorsements or promotional activities could be deemed as crossing the line into unacceptable advertising.

The 2023 Festival Context

The 73rd Sanremo Music Festival took place from February 7th to 11th, 2023, at the Teatro Ariston in Sanremo, Italy. Amadeus presented the competition for the fourth consecutive year, alongside Gianni Morandi, with guest presenters including Chiara Ferragni, Francesca Fagnani, Paola Egonu, and Chiara Francini. Marco Mengoni won the festival with his song “Due vite,” earning him the opportunity to represent Italy in the Eurovision Song Contest 2023.

The festival’s increasing popularity and reach continue to attract attention from brands seeking to capitalize on its visibility, prompting Rai to carefully balance artistic expression with advertising regulations.