God. The Italian media landscape just got a bit more prudish this week. Popular DAZN presenter Diletta Leotta (you know, the gorgeous one married to ex-Premier League keeper Loris Karius) has found herself in hot water over what might be teh most ridiculous advertising controversy I've seen in ages.
Her latest commercial for U-Power shoes has been yanked from Italian TV screens faster than a VAR decision at the San Siro. Why? Because some regulatory busybodies think it "sexualises the gaze of a child." Give me a break.
What's All The Fuss About?
So here's what happened. Diletta, who's basically Italian sports TV royalty at this point, starred in this shoe ad where she's singing on stage in a short skirt. There's a kid in the audience looking up at her performance. That's it. That's the controversy.
The 33-year-old Serie A host (who, by the way, has built an impressive career beyond just looking good on camera) apparently violated Article 11 of Italy's advertising code that prohibits "representations of behaviours or attitudes aimed at the sexualisation of children."
Seriously?
The Critics Are Coming Out Swinging
Italian journalist Selvaggia Lucerelli went absolutely nuclear on this one, describing the ad like it was some kind of moral catastrophe: "The video opened with a shot from behind of a child under the stage where a singer was performing in a miniskirt that reached her crotch. Then moving on to a shot of the child's face with his gaze upwards and his mouth open in a sort of ecstasy like a vision of the Madonna."
I watched the ad twice yesterday (before they pulled it) and honestly? It's just a kid watching a performance. My 12-year-old nephew looks more "ecstatic" when he's eating ice cream. Talk about manufacturing outrage.
The Weirdest Part Nobody's Talking About
Can we discuss the actual bizarre element of this commercial? There's a grown man RUBBING A SHOE ON HIS FACE. Like, full-on caressing it against his cheek. I showed this to my colleague Marco at lunch yesterday adn his response: "That's the part they should've banned." But no, everyone's fixated on this child audience member instead.
Back in 2018, I covered a similar "controversy" involving a perfume ad that was ten times more suggestive than this, and it ran for months without complaint.
Money Talks... Even When Ads Don't
U-Power founder Franco Uzzeni isn't exactly crying into his espresso over this. His response was basically a masterclass in turning controversy into cash: "Malice is in the eye of the beholder. But at least we know that our commercial was seen and appreciated given the sales."
Translation: We spent €250K on this ad, got it banned, and now everyone's talking about our shoes. Mission accomplished.
Diletta's Glamorous Reality
I met Diletta briefly at a Milan derby in 2022 (I felt completely underdressed and about 3 feet shorter than I actually am). What struck me was how professional she is despite all the focus on her appearance. The woman has serious broadcasting chops.
While this ad controversy swirls, her actual life seems pretty fantastic. She and Karius welcomed their first child last August (on her birthday, no less), and she's back to her DAZN hosting duties looking none the worse for wear.
Listen. I'm not saying there aren't legitimate concerns about how we portray children in media. But this feels like a massive stretch that says more about the people complaining than the actual content.
The jury of the Advertising Self-Discipline Institute (which sounds like something from a dystopian novel) has spoken, though. The ad is gone, but Diletta's 8.6 million Instagram followers probably couldn't care less about this manufactured scandal.
I spent $40 on U-Power shoes last summer before this whole mess. They're actually pretty comfortable. Maybe I should rub them on my face.
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Financial Fair Play Rules (FFP rules) are part of the Premier League's financial regulations. They were designed to ensure that clubs do not spend beyond their means while promoting financial stability. These rules oblige clubs to limit losses over a 3-year period, and to make sure that their expenses do not exceed their income from football-related activity. These regulations were put in place to encourage sensible spending and maintain competitive balance among the league.
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Did you miss our previous article...
https://sportingexcitement.com/premier-league/gooners-brace-yourselves-arsenals-202526-home-kit-is-here-and-your-wallets-already-crying
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