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On 23 March 1999 The Autorità per le Garanzie nelle Comunicazioni (Italian regulatory authority in the communications sector - AGC) approved Regulation no. 26/99 ( Regolamento in materia di costituzione e mantenimento di posizioni dominanti nel settore delle comunicazioni), which entered into force on 25 May 1999. The regulation introduces the procedural rules concerning the constituting and the maintenance of dominant positions in the communications sector. Mergers and cartels in the radio and television broadcasting, multimedia, (electronic) publishing and advertising sector have to be notified...

On 25 May 1999 two important regulations of the Autorità per le Garanzie nelle Comunicazioni (Italian regulatory authority in the communications sector - AGC) entered into force. They were adopted by the AGC according to the Communications Act of 31 July 1997, no. 249 ( Istituzione dell'Autorità per le garanzie nelle comunicazioni e norme sui sistemi delle telecomunicazioni e radiotelevisivi, Gazzetta Ufficiale 1997, 197, see IRIS 1997-8: 10) and the Television Advertising Act of 30 April 1998, no. 122 ( Differimento di termini previsti dalla legge 31 luglio 1997, n. 249, relativi all'Autorità...

At the end of 1998 the Italian Committee of Advertising Practice approved the 27th edition of the Code of Advertising and Sales Promotion, which partly entered into force on 29 November 1998. Articles 13 and 15 of the Code, concerning comparative advertising, became effective only on 18 May 1999. The Code applies to advertising disseminated on all kinds of media, and thus also to television broadcasting. Article 13 provides that any advertising that copies or imitates must be avoided even if it relates to non-competitive products, particularly if it is likely to create confusion with other advertising....

One year after the adoption of the Trade Act ( Riforma della disciplina relativa al settore del commercio, Decreto legislativo of 31 March 1998, no. 114, in Gazzetta Ufficiale , 1998/95), new provisions on TV-shopping and TV-auctions entered into force on 26 April 1999. By this Act the Italian trade sector has been deeply reformed and several competencies were transferred from the central government to local authorities. Art. 18 of the Decree stipulates that "mail order" TV-shopping and any other form of retail must issue a prior communication to the Municipality where the trader resides or has...

On 5 March 1999 the Italian public broadcaster RAI filed a complaint before the authority in charge of monitoring adherence to domestic and European rules on insertion and duration of advertising according to Art. 1 of legge 249 of 1997 ( Autorità per le garanzie nelle comunicazioni). RAI argued that the commercial broadcasters R.T.I. (Mediaset group), which controls three national channels, and TMC (Cecchi Gori group), which controls two national channels, should be held responsible for violation of the rules concerning the interruption of programs with commercial advertising, as well as the rules...