Ambush Marketing: The Aftermath of Milano Cortina 2026
The Italian Competition Authority (AGCM) has issued one of the most significant anti-ambush marketing decisions since Italy introduced specific legislation to protect major sporting events. The AGCM imposed fines exceeding a total of €2.5 million on six companies after concluding that their promotional activities created an unauthorized association with the Milano Cortina 2026 Olympic Winter Games.
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