John Travolta's logo-clad shoes land RAI a £177,000 fine
Italian public television, RAI, has been fined more than £177,000 due to John Travolta's appearance in sports shoes bearing the brand's logo during the San Remo festival. The media regulatory authority (AGCOM) deemed it hidden advertising.
25 July 2024 13:52
In February 2024, the American actor, known for "Pulp Fiction" and "Grease," was a special guest at the song festival, gave an interview on stage, and danced to music from films in which he starred. For the grand finale, he performed the "duck dance" in front of the festival's Ariston Theatre.
Shortly after his visit to San Remo, it was noticed that Travolta wore white shoes with a prominent logo that was visible in close-ups during the broadcast.
Initially, the Italian newspapers deemed his performance "embarrassing." However, a scandal later erupted over accusations of illegal hidden advertising. A decision on this matter has just been made.
Fine for Travolta's appearance
This is a "particularly serious incident," declared the media market regulatory authority, and for "violating regulations regarding proper disclosure of advertising messages," imposed a fine on RAI amounting to £177,000, twenty times the minimum fine amount.
Italian media remind us that this incident occurred when the San Remo broadcast was watched by 11.8 million people, which is 60 percent of the country's TV audience.
Television demands compensation from Travolta
This is the next stage in the shoe affair involving Travolta. In May 2024, the management of the public broadcaster took legal action against the actor, accusing him in the lawsuit of breaching contract terms, unfair competition, and unprofessional conduct.
The television demanded compensation from the actor for losses incurred, as well as damages to its reputation. Moreover, the payment of his entire fee for the performance was suspended.
The station reported that during an internal investigation, it was established that none of the employees and collaborators were aware of Travolta's intention to appear in shoes with the company's logo.
However, this isn't the first case of its kind. The year before, RAI had been fined £150,000 for promoting one of the most popular social media platforms during the San Remo festival.
The 70-year-old John Travolta is not only an American actor but also a film producer and stage artist. He has been nominated for an Oscar twice.
