Offensive advertising information, Cairo Pubblicità sends an apology to Federfarma
"There was no intention of denigrating, offending or, in any case, harming the category of pharmacists, whose important social role we appreciate as a point of reference and protection for the health of citizens". This is how Cairo Pubblicità SpA apologizes to Federfarma regarding the publication 
in a number of Dipiù magazine last December, of a seriously offensive advertisement for pharmacies.
In advertising a product for prostate pathologies, the advertisement made use of impermissibly disparaging statements towards pharmacies and, more generally, the national pharmaceutical sector.
Therefore, Federfarma initiated legal action with the competent criminal authorities, against which Cairo Pubblicità SpA promptly issued a formal apology.
In the letter of apology, Cairo Pubblicità SpA then assured that "in the future, the utmost attention will be paid to ensuring that no advertising publications of this message or similar are repeated".
The fact
"That advertising defames pharmacies", Federfarma initiates criminal proceedings against DiPiù
Rome, 20 December - Federfarma takes the popular weekly to court Moreover (in the photo the detail of the cover of one of the latest issues), edited by Urban Cairo, who has also been the publisher, president and CEO of the most glorious national newspaper, the Corriere della Sera, acquired in 2016, and of a national television broadcaster with a very strong information profile, La7, purchased in 2013.
The decision of the owners' union stems from the publication in the magazine of a commercial advertisement relating to a product for prostatic hypertrophy which is considered seriously offensive towards pharmacies. The advertising page, right from its title, launches itself into very weighty and withheld statements 
"strongly harmful" to pharmacies: The greed of Italian pharmacies knows no bounds! This is how the pharmacy owners hid the best prostate preparation from people! in fact reads theheadline of the commercial advertisement, which extends its accusations to the “corrupt Italian officials” who – more interested in money than in the health and life of millions of citizens – would be accomplices of the pharmacies themselves.
The page also contains the declarations of alleged interviewees, according to which the anti-prostate product in question, with its alleged "miraculous" effects, would not reach the counters of pharmacies, also due to the fault of the drug manufacturers. The advertisement then proposes to the readers of Moreover, a gossip magazine aimed at a particularly low target, offered on newsstands at the cost of one euro, the telephone number to purchase the product and receive it at home.
According to Federfarma, in addition to the criminal nature of what constitutes real defamation and slander against pharmacies, the "information" contained in the advertisement would also represent a danger from a health point of view and as such must be reported to the competent supervisory authorities. The task of proceeding through the legal channels in defense of the good name of the pharmacy was entrusted to the lawyer. Paolo Leopardi.
“What is published by the magazine is unbelievable” declares to the house organ of the Filodiretto trade union, Marco Bacchini, national delegate for Federfarma communication, together with the vice president Victor Contarina. “Therefore, Federfarma did well to proceed through legal proceedings not only to defend the image of the pharmacy, but also to protect the health of citizens. In fact, very often misleading advertising risks seriously jeopardizing people's health because they have nothing to do with objective, documented and scientific data”.
