Italy fines six companies over 2026 Winter Olympic Games 'ambush marketing'

MILAN, July 17 : Italy's competition authority said on Friday it had fined six companies around €2.5 million ($2.9 million) in total for so-called ambush marketing linked to the Milano Cortina 2026 Winter Olympics, after finding they had misled customers over their sponsorship status.• The companies fined are fashion brand Harmont & Blaine, supermarket chains Il Gigante, MD, Oasi and Pro7, and gas supplier ButanGas, the AGCM authority said.• It said an investigation established that they ran advertising campaigns using Olympic symbols, including the five rings, and official names such as "Milano-Cortina 2026" without holding sponsorship rights.• The six companies did not immediately respond to a request for comment. • Ambush marketing is the act of setting up advertising campaigns associat