The Milano - Cortina 2026 Winter Olympic and Paralympic Games have come to an end, but the ambush marketing chapter is far from closed. In the weeks leading up to - and during - the event, the Italian Competition Authority (Autorità Garante della Concorrenza e del Mercato – AGCM) turned its spotlight on promotional initiatives allegedly capable of creating an undue association with the Olympic event by operators that were not official sponsors. We previously discussed the phenomenon here and here.

The Authority for the first time addressed the practice of serial cease-and-desist letters in the matter of online IP infringements, drawing an ideal line.

AGCM fined Tiger for two separate unfair commercial practices, in breach of the rules of the Consumer Code.

The ICA fined the GoFundMe Ireland Ltd for unfair commercial practices against consumers, concerning the management of some online fundraising campaigns.

HP was fined for misleading and aggressive commercial practices against consumers, in relation to the sale of some printer models in Italy

The ICA closed the investigation against the Spanish company Parclick S.L. for the infringement of the Italian Consumer Code and accepted the commitments proposed by the latter