The Italian Competition Authority found the German e-commerce Operator Zalando SE Liable for Ambush Marketing Activities related to UEFA EURO 2020

Italian Competition Authority, 29 March 2022, no. 3009, ZALANDO-CARTELLO EURO 2020

Date of the decision: 2022-03-29

For the first time since a comprehensive set of dedicated rules was introduced at the domestic level (with Law Decree no. 16 of 11 March 2020)^{^[1]}, the Italian Competition Authority has imposed a sanction on a company found liable for ambush marketing activities.

The entity affected by the decision of the Authority is the German e-commerce operator Zalando SE, which was fined EUR 100,000 for the promotional campaign launched in early June 2021 that made reference to the football competition UEFA EURO 2020, due to start in a few days with the opening match in Rome of 11 June 2021.

Ambush Marketing in Italy

For many years, the organisers of sports events staged in Italy had waited for the introduction of effective rules to protect the value of the...

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