Tannico's 'special offers' were priced at or above the 30-day low — Italy fined it €150K

Tannico, one of Italy's big online wine retailers, advertised numerous bottles as on offer on its site and app, with claims like 'TUTTE LE OFFERTE' or 'PROMOZIONE'. The display showed three prices side by side: the current 'promotional' price, the previous list price ('Prima era'), and the product's lowest price over the past 30 days. The problem: in numerous cases the 'promotional' price was equal to or higher than the 30-day minimum shown beside it.

Italy's competition authority AGCM, after informal requests to change the practice came to nothing, opened proceedings in May 2025 and found the presentation misleading and omissive under articles 20, 21 and 22 of the Consumer Code and article 17-bis — the rule implementing the EU price-indication directive, read with the EU Court of Justice's Aldi ruling (C-330/23). Tannico argued the norm was complex and the ruling new; AGCM replied that these are danger-based offences and a seller must adapt promptly. AGCOM confirmed the digital channels amplified the impact.

On 17 November 2025 AGCM fined Tannico & Wineplatform S.r.l. €150,000 (case PS12820) — reduced from a €300,000 base in view of the company's economics, a loss of about €32 million in 2024 — and formally banned the practice. Tannico had already changed site and app on 15 July 2025, limiting promotions to products genuinely cheaper than the 30-day minimum, which AGCM checks in July and September confirmed. Non-compliance carries fines of €10,000 to €10 million and suspension of activity up to 30 days.