New Italian legislation on ambush marketing
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Partner
Italy
As a partner in our Milan-based Intellectual Property practice, I focus on trademarks, Protected Designation of Origin (PDO), advertising, unfair competition and consumer protection law, assisting both domestic and international clients with contentious and non-contentious matters. I am also the co-head of our international sub-sector Luxury, Fashion & Retail within the Retail & Consumer group.
Associate
Italy
As an associate in Bird & Bird's office in Milan, I focus on intellectual property in the Retail & Consumer and Life Sciences sectors, advising clients on IP contracts, consumer law, unfair competition and advertising.
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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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