Large-scale retail trade, Antitrust opens two more investigations for 'ambush marketing' in Milan-Cortina
The intervention involved the supermarket chains Il Gigante, Md and Famila
After the conclusion of the procedure against Harmont & Blaine, the Antitrust Authority also intervened against the supermarket chains Il Gigante, Md and Famila. Upon a report and in cooperation with the Special Antitrust Unit of the Guardia di Finanza, the Authority opened two investigations and a moral suasion for 'parasitic' marketing activities (so-called 'ambush marketing') in the context of the 2026 Winter Olympic and Paralympic Games, in possible violation of Article 10 of Decree-Law No. 16/2020.
The first preliminary investigation was launched against Rialto Spa, which manages the Il Gigante supermarket chain, for an advertising campaign called 'TecnOlimpiadi', which took place from 15 to 28 January, in which the company carried out promotional sales of household appliances and electronics products, using the five Olympic rings and images of the Winter Games. The second investigation was instead launched against Md, owner of the Md supermarket chain, for its advertising campaign 'Start of the Olympic Games Md Edition' with images depicting, among other things, the five Olympic rings and the Olympic flame. Finally, the Antitrust Authority launched a moral suasion action against Selex Gruppo Commerciale, which runs the Famila supermarket chain, for an advertising campaign in which the Olympic symbols are evoked.
