More than 2,500 online contents linked to the improper use of the Chianti name have been identified in the past six months, according to a monitoring report commissioned by the Consorzio Vino Chianti.
The analysis, carried out across websites, online marketplaces, social media and internet domain names, found 2,507 unauthorised contents hosted on 411 different sites.
The consortium said the violations were widespread across major international e-commerce platforms and social networks, pointing to what it described as a systematic misuse of the Chianti denomination.
Many of the cases involved products considered potentially counterfeit. These included food items, wine kits for home production, wines sold in formats not permitted under the designation, as well as clothing, accessories, glassware and other consumer goods branded with the Chianti name.
Under EU and Italian law, the Chianti name is protected as a DOCG (Denominazione di Origine Controllata e Garantita), and can only be used for wines produced within a defined area of Tuscany and according to strict production rules.
The monitoring also identified several phishing websites that used Chianti-related images and references for deceptive purposes, raising concerns not only about trademark protection but also consumer safety.
Alongside the monitoring programme, the consortium increased enforcement activity during 2025. As a result, 1,091 illicit contents were removed from the web.
On social media, 83 accounts were found 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 that used the name without authorisation.
The consortium said that while the scale of the phenomenon reflects Chianti’s strong international visibility, it also highlights the need for tighter controls and more effective protection of geographical indications online.
Further enforcement measures, including possible legal action, are now under consideration.
