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AGCM (Italian Competition Authority)

Italy's competition and consumer protection authority. It enforces the rules on unfair commercial practices, including misleading environmental claims, and can impose significant fines.

EcoAppraise context

AGCM has fined major fashion and consumer brands over green claims. Italian-market claims should be screened as strictly as UK and EU ones.

Related terms

Unfair Commercial Practices Directive (UCPD); Greenwashing; IAP (Italian Advertising Self-Regulatory Institute)

Enforcement cases

Italian Competition Authority: 1 million euros fine imposed on Shein for misleading and omissive green claims

San Benedetto removes ‘zero CO2 impact’ claim from Ecogreen bottles after AGCM intervention

AGCM secures clearer information on EV driving range, battery degradation, and warranties

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