The Authority takes action against Rialto S.p.A., which operates the supermarket chain Il Gigante, MD S.p.A., owner of the MD supermarket chain, and SELEX Gruppo Commerciale S.p.A., which operates the Famila supermarket chain

Following the conclusion of interim measure proceedings into Harmont & Blaine S.p.A., the Italian Competition Authority has also taken action in relation to the supermarket chains Il Gigante, MD and Famila. Acting on a complaint from the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza), with which it is cooperating, the Authority has opened two investigations and initiated one moral suasion action over ambush marketing linked to the 2026 Olympic and Paralympic Winter Games. The conduct may breach Article 10 of Law Decree No. 16/2020.

The first of such investigations concerns Rialto S.p.A., which operates the supermarket chain named Il Gigante. It relates to its “TecnOlimpiadi” advertising campaign, carried out from 15 to 28 January 2026, during which the company promoted the sale of household appliances and electronic products using the five Olympic rings and images of the Winter Games. The second investigation concerns MD S.p.A., owner of the MD supermarket chain. It relates to the advertising campaign named “Inizio dei Giochi Olimpici – T Edition”, featuring images of the five Olympic rings and the Olympic flame, among other things.

Lastly, the Authority has initiated a moral suasion action against SELEX Gruppo Commerciale S.p.A., which operates the Famila supermarket chain, in relation to an advertising campaign evoking the Olympic symbols.

Rome, 19 February 2026