Economy / Fashion / Food / Society

Political correctness and marketing in Italy

The British singer Elton John launched a boycott campaign against Dolce and Gabbana after the two Italian stylists, in an interview to an Italian magazine, stated that children should be generated naturally and grow up in heterosexual families.

Last year Barilla, a leading pasta producer, was the target of a boycott campaign launched by the social media users after its owner had stated that the company was not going to portray gay families in its advertisements. The campaign succeeded and the company undertook a compliance program which allowed it to be classified as gay friendly.

The UK multinational Findus is currently airing in Italy a commercial portraying two young men disclosing their relationship to the parents of one of them during a meal prepared with Findus frozen food.

That wouldn’t work in Italy. Frozen food, I mean.

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