Directive 2005/29/EC on unfair commercial practices requires each Member State to designate one or more competent authorities. In Italy, the competent authority for unfair commercial communications is the AGCM (Italian Competition and Market Authority), but ordinary courts may also rule on cases of greenwashing.
The Authority acts on its own initiative or in response to a complaint. This may occur before, during, or after a commercial transaction has taken place. If the commercial practice is found to be improper, the Authority may take measures, such as prohibiting the dissemination of the message and imposing monetary penalties.
Last modified on 09/10/2026