Fake Chianti: more than 2,500 illicit online contents identified in six months

More than 2,500 online contents linked to the improper use of the name Chianti have been identified over the past six months, according to a monitoring report commissioned by the Consorzio Vino Chianti. The analysis covered websites, online marketplaces, social networks and internet domain names.

The report found 2,507 contents associated with unauthorised uses of the Chianti denomination, hosted across 411 different websites. The violations were spread across major international e-commerce platforms and social media channels, highlighting what the consortium described as a systematic misuse of the name.

According to the findings, the term “Chianti” is often used well beyond the legally protected scope of Chianti DOCGwine. A significant share of the violations involved products considered potentially counterfeit, including food items, wine kits for home production, wines sold in formats not allowed by the designation, as well as clothing, accessories, glassware and other everyday items branded with the Chianti name.

The monitoring also identified several phishing websites that used Chianti-related images and references for deceptive purposes, raising concerns not only about brand protection but also consumer safety.

Alongside monitoring activity, the consortium stepped up enforcement actions during 2025. As a result, 1,091 illicit contents were removed from the web. On social media alone, the monitoring identified 83 accounts using the Chianti name as part of their profile or digital identity. In addition, 105 internet domains were flagged, many linked to restaurants and wine bars, which the consortium considers potentially problematic for trademark protection and for providing clear information to consumers.

The consortium said the scale of the phenomenon reflects the international visibility of Chianti but also underlines the need for stricter controls. It added that further enforcement actions, including legal steps where appropriate, remain under consideration.

(Cover image generated using artificial intelligence)

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