Italian court upholds Sky's €7m fine for Serie A advertising practices
Sky Italia, the pay-television operator, has today been ordered to pay the €7 million ($8.3 million) fine imposed on it by the AGCM, Italy's communications regulator, over 18 months ago for misleading customers with its advertising of domestic soccer's Serie A.
Sky's appeal was rejected by the regional administrative court (TAR) of Lazio.
The broadcaster violated two parts of the consumer code: one related to failure to provide clear and immediate information on the contents of the 'Sky Calcio' package for the 2018-19 season, meaning customers wrongly assumed they got access to every game as was the case in the previous three-year cycle; and the second related to an "aggressive commercial practice" regarding contracts.
The AGCM sanctioned DAZN for the same two issues in March 2019, fining the international over-the-top streaming platform €500,000.
Sky has claimed throughout that it acted with "maximum transparency."
The broadcaster previously held rights to all 380 Serie A games per season, but now holds the rights to only seven matches per week under a €780-million per-season deal, with DAZN showing the other three games, and the second-tier Serie B, in three-year deals running to 2020-21.While Sky customers can watch all Serie A matches, they must pay an additional €7.99 per month for access to DAZN (compared with the standard €9.90 that DAZN is charging) following a promotional deal signed by the two operators ahead of the 2018-19 season.