Are the media deceptive in representing deceptive advertising? The case of Italy

Effective enforcement of deceptive advertising laws relies on the active involvement of third par-ties, including consumers, consumer associations, competitors of advertisers, and public administra-tions, in reporting potential instances of misleading marketing practices. Within this framework, the role of mass media becomes pivotal in disseminating information to the public regarding investiga-tions initiated by governmental bodies. The way media reports are presented holds the potential to influence individuals' inclination to lodge complaints, consequently impacting the overall efficacy of anti-deceptive advertising regulations. This study focuses on the media coverage within two prominent national newspapers concerning incidents of deceptive advertising in Italy spanning the years 1999 to 2015. The newspapers exhibit a tendency to give more prominence to legal proceed-ings that culminate in law violations, particularly those triggered by consumer and consumer associ-ation notifications. The dimensions of advertisers (large corporations versus small to medium-sized enterprises) as well as their national origins (foreign versus domestic firms) do not significantly in-fluence the newsworthiness attributed to cases of deceptive advertising. The implications stemming from these findings are subject to discussion, holding significance for consumer protection, busi-ness practices, and media reporting dynamics.