A Delectable Deception: Fighting Italian-Sounding in Global Markets

Italian sounding is not merely counterfeiting; it ranges from evocative marketing to blatant misuse of Italian symbols and names. Today, Italian sounding products flood foreign markets, overshadowing authentic Italian foods, and misleading consumers. Enforcement of EU geographical indications in non-European markets is problematic, due to differing legal standards. International treaties fall short on protecting geographical indications against Italiansounding imitations, letting such terms become generic. Bilateral agreements may offer a more pragmatic approach, allowing for tailored solutions and better protection, though they demand compensation for non-European producers. In the absence of broad legal remedies, market-based strategies, such as consumer education and branding initiatives, are proving effective, highlighting the need for a combined approach of legal protection and market-driven initiatives to safeguard the integrity of Italian indications against Italian-sounding imitations.