The company appears to have published advertisements – online and on major social networks – often featuring the Olympic symbol and/or the hashtags #MilanoCortina and #MilanoCortina2026, thereby directly referencing the event.

Following a complaint by the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza), the Italian Competition Authority has opened an investigation into Harmont & Blaine S.p.A. in conjunction with interim measure proceedings aimed at the provisional removal of the advertisements. The company is thought to have engaged in ambush marketing in relation to the Milan-Cortina 2026 Olympic and Paralympic Winter Games. Harmont & Blaine S.p.A. has in fact published advertisements, both online and on major social networks, which – also in combination with the company’s distinctive signs – frequently feature the Olympic symbol (consisting of five coloured rings) and/or the hashtags #MilanoCortina and #MilanoCortina2026, thereby directly and explicitly referencing the event. Influencers were also used as part of this practice.

Since Harmont & Blaine S.p.A. is not among the official sponsors of the Olympics, the use of these advertisements seems to create an unlawful association between the “Harmont & Blaine” brand and the upcoming Milan-Cortina 2026 Games, in breach of the prohibition against ambush marketing set out in Article 10 of Law Decree No. 16/2020. Inspections at the premises of Harmont & Blaine S.p.A. were carried out yesterday by the Authority’s officials, assisted by the Special Antitrust Unit of the Italian Financial Police.

Rome, 30 January 2026