Il minore non dovrebbe mai essere il destinatario di un messaggio pubblicitario aggressivo non ha bisogno di informazioni, ma di formazione.
“Mamma, papà oggi nel cartone animato un dottore operava i mostri e ne mangiava la pancia, il cuore, le braccia!” “Papà, mamma compratemi il gioco della pubblicità!”
Quanti genitori hanno sentito il proprio bambino raccontare dell’episodio del proprio cartone animato preferito che li ha lasciati un po’ sorpresi o turbati e quanti genitori hanno sentito la propria bambina richiedere il set di cucina della pubblicità che hanno tutte le brave bimbe e che non possono non avere anche loro?
E’ un dato di fatto che i minori ricevono molte, troppe informazioni dai mass media che possono divenire dannose per uno sviluppo armonioso della loro personalità ed indurli in errore data la loro naturale incapacità di discernimento.
La tematica è molto attuale in diritto poiché, a differenza della visione più paternalistica del codice civile del 1942 ove il minore non aveva alcuna capacità giuridica, nel nostro attuale impianto codicistico il minore è un soggetto di diritto a tutti gli effetti. Il minore pone in essere molteplici atti della vita quotidiana; il minore può interrompere una gravidanza, il minore può stipulare contratti pienamente validi ed efficaci, un minore può contrarre matrimonio. Possiamo affermare che oggi il minore è un agente e un attore sociale; egli, al pari dell’adulto, è un destinatario del mondo nonché un destinatario del messaggio pubblicitario nonché un consumatore a tutti gli effetti.
Ecco che dunque il minore non dovrebbe mai essere il destinatario di un messaggio pubblicitario aggressivo poiché il bambino o l’adolescente non ha bisogno di informazioni, ma di formazione per un acquisto consapevole.
Nel caso di acquisto di un minore siamo, infatti, di fronte ad una presunzione di asimmetria informativa tra un operatore molto informato ed un utente poco formato, tale per cui, il legislatore ha inteso tutelare, in una normativa allo stato attuale dell’arte molto frammentata e poco organica, la posizione di svantaggio in cui si trova.
Il Codice del Consumo (art.20) tutela il minore consumatore laddove qualifica come scorrette, vietandole, quelle pratiche commerciali idonee a falsare in misura apprezzabile il comportamento economico di un gruppo di consumatori particolarmente vulnerabili alla pratica o al prodotto cui essa si riferisce a motivo della loro infermità mentale o fisica, della loro età o ingenuità.
Inoltre il Codice del Consumo (art.21) qualifica scorretta la pratica commerciale che, in quanto suscettibile di raggiungere bambini e adolescenti, può, anche indirettamente, minacciare la loro sicurezza.E’ per questo che la tutela dei minori rappresenta un'importante linea di attività anche per l’AGCOM, Autorità garante della concorrenza e del mercato, secondo quanto stabilito dall'articolo 1, comma 6 lett. b) n.6 della legge 249/97.
La Giurisprudenza dal canto suo ritiene che il legislatore, nel vietare la trasmissione di programmi televisivi “che possono nuocere allo sviluppo psichico o morale dei minori”, ha inteso riferirsi specificamente a quei programmi che, tenuto conto del loro oggetto, del loro contenuto, del tempo e/o delle modalità della loro trasmissione o di altri, connessi elementi rilevanti nel caso specifico, possano risultare concretamente idonei a turbare, pregiudicare, o danneggiare i delicati e complessi processi di apprendimento dell’esperienza e di discernimento tra valori diversi od opposti, nei quali si sostanziano lo svolgimento e la formazione della personalità del minore sia come individuo sia come “cittadino”.
Dal quadro giuridico molto brevemente descritto consegue che ciascun genitore o soggetto interessato può proporre reclamo agli organismi di telecomunicazioni denunciando all’Autorità violazioni della normativa di settore e affidarsi alla professionalità di un avvocato, che studi e approfondisca la materia, diventa molto utile.
Avv. Anna Tramontano
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