Sky Italia fined €1 Million for Misleading Subscribers on Serie A Coverage
Italy’s Antitrust Authority has imposed a €1 million fine on Sky Italia for disseminating misleading details about its Serie A football package. The Authority determined that Sky Italia,in spring 2021,created a sense of ambiguity surrounding the awarding of Serie A broadcasting rights,leading subscribers to believe they could continue accessing the same Serie A content as in the previous season.
This conclusion stemmed from Sky Italia’s awareness that it wouldn’t be able to offer the Sky Calcio package in its previous form after the tender for exclusive television rights to seven Serie A matches per matchday was finalized. Despite this knowledge, the company allegedly failed to clearly communicate the changes to its subscribers, leaving them with the impression that the package woudl remain unchanged.
The Antitrust Authority found this practice to be a violation of Article 21 of the Consumer Code.
It wasn’t until a campaign launched on July 1, 2021, that Sky Italia provided subscribers with clear and timely information about the revised Football package. This delay, according to the Authority, encouraged subscribers to retain thier existing packages, potentially lured by summer discounts and the prospect of penalty-free cancellations later.
This case highlights the importance of obvious communication from service providers, especially when significant changes to offerings are involved. consumers deserve clear and accurate information to make informed decisions about their subscriptions.
