Italy: Novità in vista in materia di concorsi e operazioni a premio

Last Updated: 10 July 2018
Article by Isabel Bassanelli and Benedetto Lonato

Abstract

Versione aggiornata delle F.A.Q. pubblicate dal Ministero dello Sviluppo Economico in materia di manifestazioni a premio. In particolare, l'articolo approfondisce le manifestazioni organizzate tramite i social network e nuovi importanti aggiornamenti relativi alle ipotesi di esclusione dall'applicazione della normativa.

* * *

Il Ministero dello Sviluppo Economico (il "MISE") ha recentemente pubblicato sul proprio sito la versione aggiornata delle domande frequenti (F.A.Q.) sulla normativa che disciplina le manifestazioni a premio (D.P.R. 430/2001, di seguito il "DPR"). Dopo la circolare del 2014 continua quindi il lavoro interpretativo del MISE in questo ambito che, con l'avvento e il consolidamento del web e dei social network come canali di comunicazione commerciale, resta un metodo di promozione ampiamente utilizzato sul mercato italiano e non solo. Di forte attualità sono infatti anche i contest internazionali, ossia quelli rivolti a mercati di più Paesi, verso i quali si stanno orientando sempre più imprese, non solo multinazionali ma anche domestiche (specie del settore fashion e Made in Italy). In ogni caso le nuove F.A.Q. del MISE riguardano ovviamente le regole e la disciplina per l'implementazione di concorsi e operazioni a premio in Italia.

Deroghe e specificazioni relative al principio della territorialità

Nell'eventualità in cui una società intenda svolgere in territorio italiano una manifestazione a premio avvalendosi di una piattaforma cloud o di un social network con server collocato all'estero (ivi compreso l'utilizzo della funzione "Mi piace"), il MISE ha stabilito la necessità che il promotore utilizzi un sistema di mirroring (e non sistemi analoghi) in grado di replicare in un server italiano i dati contenuti in quello straniero.

Ancora, nel caso in cui la meccanica preveda la partecipazione/registrazione al concorso solo attraverso FB connect, sarà necessario non solo che il partecipante sia iscritto a Facebook prima della data di inizio dello stesso ma anche che i dati personali estratti dall'archivio di Facebook siano in automatico registrati su server ubicato in Italia.

Per quanto riguarda le fasi eliminatorie e le operazioni di assegnazione dei premi attraverso un software (e.g. instant win), il MISE è tornato a sottolineare la necessità che i dati siano contenuti in un server allocato in Italia, escludendo pertanto in questo caso la possibilità di utilizzare sistemi di mirroring.

Da ultimo, con riferimento ai profili privacy connessi alla partecipazione tramite social network o attraverso la funzionalità FB connect, il MISE richiama un provvedimento dell'Autorità Garante per la protezione dei dati personali e ricorda che le imprese promotrici sono tenute a prevedere nel regolamento e a richiedere ai partecipanti, ai sensi dell'art. 13 del d.lgs. 196/2003, il consenso espresso al trattamento dei dati per partecipare alla manifestazione a premio, nonché per finalità di profilazione.

Concetto di minimo valore del premio

Abbandonando una definizione risalente al 1940, è stato precisato che la deroga alla disciplina del DPR sia possibile per i concorsi a premio, a condizione che il valore di ciascun singolo premio previsto nel regolamento della promozione sia pari o inferiore a € 25,82.

Questo è un punto di particolare interesse che apre la strada a nuove promozioni in esclusione, quindi al di fuori del contesto delle disposizioni del DPR. Come gli addetti ai lavori ricorderanno, prima il riferimento per il "minimo valore" era il valore commerciale di un lapis o di un temperino. Ora questa asticella si alza lasciando spazio a gadget più sostanziosi. Spazio quindi all'inventiva rispetto a promozioni che potranno scontare i costi di gestione burocratica. Poiché il rapporto con il consumatore resta di tipo contrattuale, resta comunque il suggerimento legale di predisporre T&C chiare e precise in favore del pubblico.

Chiarimenti relativamente all'ipotesi di sconti su "operazioni di spesa"

Il MISE ha fornito con queste nuove F.A.Q. anche alcuni chiarimenti in merito al caso di esclusione dell'applicabilità della disciplina del DPR per il caso di manifestazioni a premio per le quali a fronte di una determinata spesa, con o senza soglia d'ingresso, i premi sono costituiti da buoni da utilizzare su una spesa successiva. Il MISE ha chiarito che tali buoni siano utilizzabili da parte del vincitore per qualsiasi prodotto venduto o per determinate categorie di prodotti e non limitato a specifici prodotti.

Premi consistenti in viaggi e/o partecipazione ad eventi

Sempre più di frequente i soggetti promotori decidono di mettere in palio viaggi o biglietti di ingresso ad eventi (ad es. mostre o concerti) e, in assenza di previsioni specifiche nel DPR, il MISE è intervenuto chiarendo che, in tali ipotesi, deve essere fornita al consumatore un'informazione chiara e comprensibile relativa all'oggetto del premio e al soggetto cui le spese sono poste a carico. Infatti, anche alla luce di una sentenza della Corte di Giustizia dell'Unione europea (C 428/11, 18 ottobre 2012), non è consentito porre a carico del partecipante qualunque onere e/o costo – sebbene irrisorio – volto a reclamare e/o a ricevere il premio.

Ai fini di una maggior chiarezza, è opportuno che il regolamento della manifestazione preveda chi tra il soggetto promotore e il consumatore debba pagare le spese di trasporto per usufruire del premio (viaggio o biglietto di ingresso). In assenza di previsione, il soggetto promotore dovrà sostenere tutte le spese, comprese quelle di trasporto (ad esempio, nella prassi, per il caso di trasporto aereo il MISE richiede che sia specificato l'impegno del promotore a pagare anche eventuali variazione del prezzo del trasporto sulla base della fluttuazione del prezzo del carburante).

In ogni caso, qualora il premio consista in un biglietto di ingresso ad una mostra, ad un film o ad un concerto, il regolamento della manifestazione a premio può porre a carico del vincitore tali spese accessorie, a condizione che le stesse non superino complessivamente il 75% del valore del premio messo in palio.

Originally published by www.4clegal.com.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

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