According to the CdS, the combination of the elements – position of the billboard near the Football Village, slogan used, football shirt, flags of the nations participating in the event – constituted communicative “framing” capable of persuading the average customer to believe, erroneously, that Zalando was the official sponsor of UEFA Euro 2020.

With its first decision on the topic of ambush marketing, the Italian Competition Authority lays down guidelines for advertising campaigns