Italian Regulator Moves on Alleged Olympic Ambush Marketing Ahead of Milan-Cortina 2026

Key Takeaways

• Investigation Launched: The Italian Competition Authority has opened proceedings against Harmont & Blaine over suspected ambush marketing linked to the Milan-Cortina 2026 Olympic and Paralympic Winter Games.
• Olympic Symbols Under Scrutiny: Regulators allege the company used Olympic imagery and event-specific hashtags in online and social media advertising, including influencer-led campaigns.
• No Official Sponsorship Status: Harmont & Blaine is not an authorised Olympic sponsor, raising concerns that the advertising may have created an unlawful association with the Games.
• Interim Measures Initiated: The Authority is seeking the provisional removal of the disputed advertisements while the investigation is ongoing.
• Inspections Already Conducted: Enforcement officials, supported by the Guardia di Finanza, have carried out on-site inspections at the company’s premises.

Deep Dive

Italy’s competition authority has opened an investigation into fashion brand Harmont & Blaine, alleging the company may have crossed the line in how it referenced the Milan-Cortina 2026 Olympic and Paralympic Winter Games in its marketing.

The case follows a complaint from the Special Antitrust Unit of the Guardia di Finanza, prompting the Italian Competition Authority to launch formal proceedings alongside interim measures aimed at having the disputed advertising removed.

According to regulators, Harmont & Blaine ran a series of advertisements online and across major social media platforms that repeatedly referenced the upcoming Winter Games. The ads allegedly featured the Olympic rings and hashtags such as #MilanoCortina and #MilanoCortina2026, often alongside the company’s own branding. Influencers were also reportedly used to help disseminate the content.

The concern is not subtle. Authorities believe the campaign may have created the impression of an official link between Harmont & Blaine and the Milan-Cortina Games, despite the company not being an authorized Olympic sponsor.

Why Ambush Marketing Matters

Under Italian law, ambush marketing is explicitly prohibited. Article 10 of Law Decree No. 16/2020 is designed to stop companies from piggybacking on the visibility, reputation, and commercial value of major sporting events without permission, particularly where consumers could be misled into assuming a formal sponsorship or partnership exists.

In this case, the Authority is assessing whether the repeated and explicit use of Olympic symbols and event-specific hashtags crossed that threshold, turning brand visibility into an unlawful association.

Inspections Already Underway

The investigation has already moved beyond paperwork. Officials from the Competition Authority, supported by the Guardia di Finanza’s Special Antitrust Unit, carried out inspections at Harmont & Blaine’s premises this week as part of the inquiry.

The decision to pursue interim measures suggests regulators see potential urgency, especially as commercial activity tied to the 2026 Games accelerates in the run-up to the event.

For now, the proceedings remain ongoing, and no final conclusions have been reached. Harmont & Blaine has not publicly commented on the investigation.

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