New Ambush Marketing Provisions in Italy

In adopting special measures for the organisation of the Winter Olympic Games of 2026, the Italian Parliament has enacted new provisions aimed at fighting ambush marketing, which are applicable to all sports events of national or international relevance.

Introduction

At last in Italy, from 14 May 2020, specific law provisions became available in the fight against ambush marketing.

For about 15 years, providing legal assistance to sports institutions who were in the process of organising sports events in Italy, I have participated in meetings, debates and workshops with the Italian Government, police forces, etc. aimed at drawing their attention to the benefits that the introduction of anti-ambush-marketing provisions would bring to the national sports environment. In most of the cases, the feedback received featured scarce understanding of the problem and the shallow belief that the existing domestic provisions addressing unfair...

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