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The Italian Competition Authority has imposed fines totaling 2.5 million euros on six companies for using the Olympic symbols of the Milan-Cortina 2026 Winter Olympics without authorization, including the Olympic rings and official slogans such as "Milan-Cortina 2026," without official sponsorship rights. These promotional campaigns, which highlighted a connection to the event, took place during a period when the commercial value of Olympic trademarks was high, leading to consumer confusion and undermining the rights of official sponsors. The investigation began in January following a tip from the Competition Authority's unit, focusing on the unauthorized use of symbols and names associated with the Olympics to illegally promote brands.
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