Following investigations launched in October 2008, the Italian Competition Authority fined the plaintiff for 100.000 Euro, for having committed unfair commercial practices consisting in the misleading invitation to consumers through radio broadcasting and advertisement brochures, to participate in a prize competition. More specifically, the Italian Competition Authority found that the promotional advertisements incorrectly indicated that, by acquiring any products offered at the point of sale of plaintiff, consumers could win a prize amounting to five times the value of the product purchased.
On appeal, the Administrative Court of first instance confirmed the Italian Competition Authority's decision.
The plaintiff subsequently lodged an appeal before the Supreme Administrative Court ("Council of State" or "Consiglio di Stato") in order to obtain the annulment of the Administrative Court of first instance's decision, and this based on the following argument: (i) violation of procedural rights and guarantees, and (ii) failure by the Authority to take into account that consumers had full possibility to obtain complete and accurate information on the conditions applicable to the prize competition, this by reading the "Competition Terms and Conditions" available to consumers at each point of sale.