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The Six-Legged Dog: Eni's brand identity and history
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The Italian Council of State, after 4 years, has rejected the allegation by the Italian Competition Authority (AGCM) that Eni had engaged in unfair commercial practice to the detriment of consumers in the Eni Diesel+ fuel advertising campaign. In 2020 the AGCM challenged the environmental benefits claimed for the green component of the campaign, referring to the percentage of HVO (hydrogenated biofuel) blended into diesel. The Council of State has fully accepted Eni’s appeal in the case and the decision puts an end to a case that caused significant economic and reputational damage to Eni and confirmed unjustified accusations of ‘greenwashing’ that have now been proven to be completely unfounded.
The Council of State has definitively established that Eni did not engage in any unfair commercial practice to the detriment of consumers and that the allegations previously made by the AGCM are unfounded, rejecting the principle that terms such as 'green' and similar cannot be associated with products that, by their very nature, have no 'zero impact' on the environment.
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