The recent decision against Zalando sets a significant precedent in the regulation of ambush marketing.
The sanction imposed by the Italian Competition Authority, along with subsequent judicial confirmation, highlights the need to guarantee the fairness of commercial communications during high-profile events becomes evident. This case highlights how the phenomenon of ambush marketing can also occur outside the Olympics, making a careful assessment of the advertising strategies to be adopted essential.
In light of this, the relevant legislation - introduced precisely in view of the 2026 Milan-Cortina Olympic Games – is confirmed to have a broader scope applicable to various sporting and cultural events.
In anticipation of the next Italian Olympic Games, it is essential to know the principles established by the authorities and any new CONI Guidelines on the subject, in order to avoid risks and ensure communication in compliance with the regulations in force.
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