Milano Cortina, Antitrust opens investigation on Harmont & Blaine. The company: full cooperation
The use of certain advertising messages, bearing in mind that Harmont & Blaine is not one of the official sponsors of the Olympics, seems to create an illicit link between the 'Harmont & Blaine' brand and the forthcoming Milan-Cortina 2026 Games, in violation of the prohibition of parasitic activities
The Italian Antitrust Authority, on the report of the Special Antitrust Unit of the Guardia di Finanza (Italian Financial Police), opened an investigation - with precautionary sub-proceedings for the provisional suspension of advertising messages - against Harmont & Blaine.
The company, reads a note from the Antitrust Authority, allegedly carried out parasitic advertising and marketing activities (so-called ambush marketing) in connection with the Milan Cortina 2026 Winter Olympic and Paralympic Games.
Harmont & Blaine has in fact disseminated online and on the main social networks some advertising messages in which - also in combination with the company's distinctive signs - the Olympic symbol (consisting of the five coloured circles) is often taken up and/or the hashtag #MilanoCortina and #MilanoCortina2026 is used, thus directly and textually recalling the event.
This practice is also carried out through the use of influencers and by advertising the 'Cortina a Colori' clothing line. The use of these advertising messages, taking into account that Harmont & Blaine is not one of the official sponsors of the Olympics, seems to create an illicit link between the "Harmont & Blaine" brand and the forthcoming Milan Cortina 2026 Games, in violation of the ban on parasitic activities. Yesterday, the Authority's officials carried out an inspection at the headquarters of the Harmont & Blaine company with the help of the Antitrust Special Unit of the Guardia di Finanza.
The company's location
With reference to the news concerning the commencement of a proceeding against the Company for alleged breach of the provisions of Decree-Law No. 16/2020 by the AGCM, Harmont & Blaine confirms that it has received a notice of commencement from the Supervisory Authority, accompanied by an inspection at the Company's premises and requests for information and documents.
