Italian regulator fines six companies over Olympic ambush marketing

Italy's Competition Authority said it had fined six Italian companies a total of 2.5 million euros, or $2.86 million, for ambush marketing during the Milan-Cortina Olympics.

The regulator, known as AGCM, said the companies ran advertising campaigns and promotional activities that often used or evoked Olympic symbols, emblems or official names such as "Milano-Cortina" and "Milano-Cortina2026".

The fined companies were fashion company Harmont & Blaine, supermarket chains Il Gigante, MD, Oasi and Pro7, and bottled gas distributor Butan Gas. The AGCM said they had engaged in what it called parasitism by creating an association between their brands and the Olympics, misleading the public about the identity of official sponsors.

Harmont & Blaine sponsored a chalet near the Olympic slopes in Cortina and used photos of nearby Olympic rings to advertise a collection on social media. The company denied any link between the advertising campaigns and the Games. It was fined 500,000 euros.

Pro7 was fined 550,000 euros after running an advertising campaign in which its mascot held an Olympic flame or appeared to curl, skate or bobsleigh down a supermarket aisle.

Il Gigante ran a January promotional campaign for electronic goods called "TecnOlimpiadi" in northern Italy, shortly before the Games. Its owners said the campaign was brief and run in good faith. It was fined 310,000 euros.

Oasi, which ran an "Olympic discounts" campaign in January and February, was fined 500,000 euros. MD was fined 300,000 euros for using the Olympic rings in its campaign. Butan Gas was also fined 300,000 euros for using the Olympic mascots and rings.