CONSUMER LAW | AGCM opens investigation into Harmont & Blaine for ambush marketing

On 30 January 2026, a press release by the Italian Competition Authority (AGCM) confirmed that it had opened an investigation into Harmont & Blaine for alleged ambush marketing under Article 10 of Law Decree No. 16 of 11 March 2020. According to the AGCM, the company disseminated advertisements online, through influencers and across major social networks, that frequently featured the Olympic symbol and used the hashtags #MilanoCortina and #MilanoCortina2026, thereby making a direct reference to the event. Notably, the AGCM stressed that, since Harmont & Blaine is not an official Olympic sponsor, the advertising may unlawfully create an association between Harmont & Blaine’s trademark and the upcoming Milan-Cortina Games, in breach of the statutory prohibition on ambush marketing laid down in Article 10 of Law Decree No. 16/2020. Furthermore, AGCM officials carried out an on-site inspection at Harmont & Blaine’s premises with the assistance of the Italian Financial Police, whose Special Antitrust Unit triggered the case by filing a complaint with the AGCM.

Newsletter n. 115 – February 2026