What Italy Decreto Legislativo 145/2007 on B2B Misleading and Comparative Advertising requires
Decreto Legislativo 2 agosto 2007 n. 145 transposes EU Directive 2006/114/EC into Italian law, regulating misleading and comparative advertising between businesses (B2B). The decree was in force from 21 September 2007 and applies in parallel with the Codice del Consumo (D.Lgs. 206/2005) which governs B2C unfair commercial practices. Art. 1 establishes the purpose - protection of professionals from misleading advertising and conditions for lawful comparative advertising - and requires that advertising be palese, veritiera e corretta (clear, truthful and correct). Art. 2 contains the key definitions including pubblicita ingannevole. Art. 4 sets out evaluation criteria for misleading advertising. Art. 6 establishes the conditions for permitted comparative advertising (objective comparison, comparable goods or services, no denigration, no exploitation of competitor reputation, no confusion between trade marks). Art. 7 governs advertising not clearly recognisable as such (hidden advertising). Art. 8 grants the Autorita Garante della Concorrenza e del Mercato (AGCM) administrative enforcement powers including cease orders and pecuniary sanctions. Art. 9 governs impegni (commitments) procedure for closing investigations without finding of infringement.
Pillar: Sales, Marketing & PR · Authority: Presidenza del Consiglio dei Ministri (Italy) via Normattiva - Portale della normativa vigente · Version: 1.0.0 · Last updated:
Primary source: https://www.normattiva.it/uri-res/N2Ls?urn:nir:stato:decreto.legislativo:2007-08-02;145
SHA-256 integrity: 4686ed0dd7307e3b13df67ab1aa7b4664c5b4e425020364cf49a3c012f29a2a4
Primary Citations — 9 traced to source
- D.Lgs. 145/2007, Art. 1 - Finalita (clear, truthful and correct B2B advertising)
- D.Lgs. 145/2007, Art. 2 - Definizioni (including pubblicita ingannevole)
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