New Italian legislation on ambush marketing

By Rita Tardiolo, Sara Massalongo

06-2020

On 13 May 2020, the Italian law converting Law Decree no. 16 of 11 March 2020, containing "Urgent provisions for the organization and holding of the Winter Olympic and Paralympic Games Milan Cortina 2026 and the ATP Turin 2021 - 2025 finals, as well as on the prohibition of parasitic activities" ("Law Decree 16/2020") came into force, introducing a general regulation of so-called ambush marketing.

The provisions of Law Decree 16/2020 - although currently relevant and urgent in view of the important sporting events that will take place in Italy in the coming years (in particular, the Olympic and Paralympic Winter Games Milan-Cortina 2026 and the ATP Tennis Finals Turin 2021-2025) - provide for a structural regulation of ambush marketing, applicable in general to any sporting event or exhibition of national or international importance.

We provide in this document a brief overview of ambush marketing in Italy and a summary of the main related provisions introduced by Law Decree 16/2020.

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