Italy’s competition authority has fined Sky Italia €4.2 million for unfair commercial practices linked to subscription price rises, Now TV offers and retention deals.
The sanction, published in the Competition and Market Authority’s 47th bulletin, follows complaints and evidence gathered from May 2024 and a formal investigation launched in February 2025.
The authority found that Sky’s communications around increases in Sky TV subscription costs were misleading, and that hikes were also applied to Now TV packages marketed with “until you cancel” claims that suggested they would be excluded. It also criticised retention offers built around additional TV packages or services such as Sky WiFi, where the promised commercial conditions were “systematically” not reflected on customer bills.
Sky Italia said it was “surprised” by the decision, arguing it had worked with regulators to improve transparency and “always put the customer at the centre”. The company said it remains convinced of the correctness of its conduct and will consider further action.
Consumer group Unione Nazionale Consumatori welcomed the ruling but called for tougher rules on how operators communicate contract changes and price increases, accusing many companies of notifying customers in an inconspicuous way, often during summer holiday periods.
