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HLT was founded in 1990 in Firenze, Italy. Today the firm relies on five partners and on the professional support of other cooperating lawyers, active in the firm’s offices in Firenze and Bolzano. In addition, HLT has a stable business relationship with a law firm located in Frankfurt/Main. It is also part to an international network of law firms with a special focus on marketing and advertising law, the Global Advertising Lawyers’ Alliance.

HLT provides interdisciplinary legal services to local and foreign clients whose businesses require assistance either under European or Italian Regulations. Clients appreciate the firm for its service level in the areas of civil and administrative law as well as in some niche sectors, such as IP, commercial communication and privacy regulations.

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News

Commercial communication to minors

17 December 2014 - Language: English

Italian Regulator and SRO agree to dedicate special attention to commercial communication targeting minors.

Commercial communication directed to minors always resulted challenging to advertisers, requiring them to adopt special attention to the potential impact promotional messages are likely to convey to this peculiar target group. Since the sixties, the Institute for Advertising Self-Regulation – IAP (the Italian Advertising Industry SRO) has provided – in its Ethic Code – specific provisions governing advertising capable to reach out to an audience of minors.

Recently the local Regulatory Authority for Youth Protection (“Autorità Garante dell'infanzia e dell'adolescenza”) and the IAP have signed a Memorandum of Understanding meant to establish a strict cooperation and an efficient coordination of their joint efforts for achieving a number of goals considered as crucial in relation to commercial communication accessible by children and adolescents.

Specifically, such Memorandum aims at granting that advertisers' promotional messages:

  • Respect the principles laid down in the UN Convention on the Rights of the Child (as adopted by General Assembly Resolution 44/25 of 20 November 1989 and detailed by the Committee on the Rights of the Child in its General comment No. 16 of 2013).

  • Comply with the criteria and indications set in set in Article 11 of IAP's Self-Regulation Code (governing commercial communication “..directed to children, i.e. less than 12 years of age, and young people ..”).

  • Observe the guidelines contained in the Charter of Milan (which originates from an initiative of the Italian Section of the NGO “Terre des Hommes”), calling that advertising campaigns take into adequate account children dignity and rights and that they “... must consider the age of the involved children and respect their natural evolution ...”.

The Memorandum also intends to promote educational initiatives meant to increase awareness about minors' special rights and needs in the context of commercial communication and to favor the protection of such rights and needs through specific technological means.

The Authority and the IAP engage to perform every effort in order to react timely and on short notice to any commercial communication considered as infringing on the rights and dignity of children and adolescents.

There will be a joint annual report on the effectiveness of the initiatives adopted.

Advertisers, their agencies and marketing consultants will have to be prepared to face tight scrutiny of their campaigns accessible by an audience of minors. They will see local watchdogs clamping down on commercial communication not in line with the general principles, criteria and guidelines mentioned above.

 

(As per December 2014)


N.B. Kindly acknowledge that the indications above are meant for informative purposes only.

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Seminario - 'Ambush Marketing' - Seminar

12 December 2014 - Language: English

With the Universal Exhibition 2015 to start in a few months in Milan (Italy) ‘Ambush Marketing’ is more than ever a hot topic. Therefore the Italian Section of AIPPI has organized a workshop, to take place in Milan on January 12th (at the premises of the local Bar Association).

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Lawyers

Contacts

Via Dante, 20/A
I - 39100 - Bolzano
Tel. 0471 051759 - Fax : 0471 051760
info@hltlaw.it

Via Giambologna, 2 rosso
I - 50132 - Firenze
Tel. 055 5535166 - Fax : 055 578230
info@hltlaw.it