Barzanò & Zanardo Attorney Francesco Celluprica has written a great article on the IAP Jury dismissing OROGEL’s complaint ruling that there is no slavish imitation by ESSITY.
Barzanò & Zanardo Attorneys Francesco Celluprica and Mario Petrocelli successfully defended Essity Italy S.p.A. before the IAP Jury.
On April 8, 2025, the Istituto dell’Autodisciplina Pubblicitaria (IAP) dismissed Orogel’s complaint against Essity. Orogel claimed Essity’s TEMPO tissue ads copied its “Pronto a tutto” (“Ready for anything”) campaign, violating Article 13 of the Advertising Self-Regulation Code.
The Jury found the slogan generic and widely used in advertising. It ruled there was no imitation, citing clear differences in product type, narrative, and style.
Essity’s legal team proved the phrase lacked originality and that its campaign was distinct. The ruling confirms that common expressions cannot be monopolized, especially in different market contexts.
Barzanò & Zanardo remains available for expert IP support.
For detailed information, as well as the picture copyright, please see the law firm´s original article here: The IAP Jury dismisses OROGEL’s complaint: no slavish imitation by ESSITY – Barzanò e Zanardo
