Olympic Imagery Lands Supermarket Chains in Italian Ambush Marketing Probes

Key Takeaways

• Two Formal Investigations Opened: The Italian Competition Authority has launched investigations into Rialto and MD over advertising campaigns that used Olympic symbols during Milan-Cortina 2026.
• Olympic Rings and Flame at Issue: Regulators are examining whether the use of the five Olympic rings, Winter Games imagery, and the Olympic flame created an unauthorized commercial association with the Games.
• Moral Suasion Action Initiated: SELEX Gruppo Commerciale, operator of the Famila chain, is subject to a moral suasion procedure related to advertising that evoked Olympic symbols.
• Complaint Originated With Financial Police: The investigations follow a complaint from the Special Antitrust Unit of the Guardia di Finanza, which is cooperating with the Authority.
• Article 10 in Focus: The cases are being assessed under Article 10 of Law Decree No. 16/2020, Italy’s framework prohibiting ambush marketing tied to major sporting events.

Deep Dive

The Italian Competition Authority has opened two fresh investigations and launched a separate moral suasion action over alleged ambush marketing linked to the 2026 Olympic and Paralympic Winter Games. The move comes shortly after interim measure proceedings involving Harmont & Blaine, a case we previously covered concerning suspected unauthorized references to the Games in commercial advertising.

This time, regulators have turned their attention to the supermarket sector. The Authority acted following a complaint from the Special Antitrust Unit of the Guardia di Finanza, with which it is cooperating.

The first investigation concerns Rialto, which operates the Il Gigante chain. Regulators are examining its “TecnOlimpiadi” campaign, which ran from January 15 to 28, 2026. During that period, Il Gigante promoted household appliances and electronic products using the five Olympic rings and images of the Winter Games.

The second probe targets MD. Its campaign, titled “Inizio dei Giochi Olimpici – T Edition,” featured images of the five Olympic rings and the Olympic flame, among other elements.

In both cases, the Authority is assessing whether the campaigns may have created an unauthorized commercial association with the Games, potentially breaching Article 10 of Law Decree No. 16/2020, which prohibits ambush marketing tied to major sporting events.

A Warning Without Formal Charges

Alongside the investigations, the Authority has initiated a moral suasion action against SELEX Gruppo Commerciale, which operates the Famila supermarket chain. That action relates to an advertising campaign said to evoke Olympic symbols.

A moral suasion procedure stops short of formal enforcement. It signals regulatory concern and invites corrective steps without immediately moving toward sanctions.

The cases suggest a regulator actively policing how brands engage with one of the country’s most commercially valuable events. Under Article 10, companies are barred from exploiting the economic and reputational pull of major sporting events in ways that could mislead consumers into believing there is an official link or sponsorship.

The earlier Harmont & Blaine proceedings showed that fashion brands were not immune. The latest actions indicate that supermarkets are equally within scope.

No conclusions have yet been reached, and the investigations remain ongoing. But as Milan-Cortina 2026 unfolds, the Italian Competition Authority appears determined to ensure that the Olympic rings remain more than just a marketing motif.

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