Our project to monitor and protect the Chianti designation online has reached an important milestone: the results of the online brand protection report – overview 2025, commissioned by the Consorzio Vino Chianti and produced entirely by the Argo Business Solutions team, have been picked up by the Consortium's official website and by numerous national and specialist news outlets, including Repubblica, La Nazione, Gazzetta di Siena and WineMag.
Argo's work
Throughout 2025, we carried out thorough monitoring of the entire digital ecosystem, analysing websites, international marketplaces, social networks and domain names containing references to the Chianti designation.
The numbers speak for themselves: 2,507 potentially unlawful items identified, spread across 411 different websites. A significant phenomenon that shows how exposed the Chianti name – one of the most recognisable symbols of Italian wine in the world – is to improper and opportunistic use.
Results achieved: over 1,000 items removed
The most significant aspect of our work goes beyond monitoring: the enforcement activity carried out in 2025 led to the removal of 1,091 unlawful items from the web. A result that demonstrates the effectiveness of structured, continuous oversight.
The removals mainly concerned:
- 877 items on generic websites
- 211 listings on international marketplaces
- 3 accounts on social networks
The items removed included phishing sites using Chianti as bait, potentially counterfeit products, unauthorised uses of the Chianti designation on clothing, accessories and glassware, as well as processed food products improperly referring to Chianti wine.
Global marketplace monitoring
Our work covered the main e-commerce platforms worldwide. On marketplaces such as eBay, Amazon, Wildberries, Rakuten, Alibaba and many others we identified 916 listings attributable to 368 different sellers.
The violations found range from the unauthorised use of the Chianti designation on everyday products to the sale of processed products without authorisation, with a significant concentration on international platforms but also on locally active marketplaces.
Social networks and domains: safeguarding digital identity
The monitoring also covered social networks, where 83 accounts were identified using the Chianti designation in their name or digital identity, mainly in wine and restaurant contexts.
At the same time, the analysis of domain names found 105 domains containing the term Chianti, many of them linked to restaurants and wine bars these domains may raise issues both for trademark protection and for accurate consumer information.
Media coverage
The results of our work gained wide visibility in the media:
- Consorzio Vino Chianti – Official press release
- Repubblica – Il Gusto – "Fake Chianti, from DIY wine kits to fake social media profiles: 2,500 cases in six months"
- WineMag – Fake Chianti on 411 websites: the Consortium raises the alarm
- Gazzetta di Siena – Chianti: over 2,500 fake items online
- La Nazione – "“Fake” Chianti wine, over 2,500 unlawful items identified online in the last six months"
Words from the Consortium's president
Giovanni Busi, president of the Consorzio Vino Chianti, commented on the results by stressing the strategic importance of this activity: "The report clearly shows how exposed the Chianti name is today to improper and opportunistic use, especially online. Defending the Chianti name means defending a collective heritage, the territory and the credibility of the designation on international markets."
Our approach to brand protection
This project confirms the validity of our integrated approach to online brand protection, which combines:
- Continuous monitoring of the global digital ecosystem
- Accurate classification of violations by type and severity
- Timely and effective enforcement to remove the violations identified
- Detailed reporting to support the client's strategic decisions
For protection consortia and companies that wish to protect their designations and trademarks in the digital context, Argo Business Solutions offers customised online brand protection solutions, built around the specific needs of each client.
Want to know more about our online brand protection services? Contact us for a personalised consultation.