Caterina Balivo ends live segment after advertising debate

During a broadcast of La Volta Buona, host Caterina Balivo abruptly ended a live segment following a heated debate regarding a controversial advertising campaign. The discussion centered on a promotional flyer from a Romagna-based clam company that utilized images of nude women to market its products.

Giulia, the campaign manager, defended the creative choice, stating the goal was to make women the protagonists of the communication. While acknowledging the images might have offended some, she refused to regret the project. Conversely, studio guest Raffaella Fico criticized the strategy, describing the use of female bodies to sell food as one of the oldest and most tired advertising tropes.

Tensions escalated when the business owner, Lorenzo, repeatedly mentioned his company's name during the debate. This prompted reporter Domenico Marocchi to move the microphone away to prevent the segment from becoming a commercial promotion. Balivo expressed her irritation with the behavior, stating, “I expected to see two adults today,” before cutting the connection.