The Italian Competition Authority (Agcm) has concluded proceeding PS12954 against Ald Automotive Italia, a company active in the long-term vehicle rental sector, finding a breach of the Consumer Code’s provisions on unfair commercial practices. The decision, adopted on 23 September 2025, imposed an administrative fine of €5 million. The case concerned the management of charges for vehicle damage and the information provided on the optional liability limitation service.
According to the Authority, Ald engaged in a single course of conduct comprising three distinct actions: inadequate information about the liability limitation service, a lack of clarity over the criteria used to assess damage when vehicles were returned, and the charging of repair costs to customers for damage that was either invisible or unreported. The investigation found that such practices were liable to mislead consumers and distort their economic decisions.
The inquiry uncovered several elements confirming the lack of transparency in Ald’s system. Many customers believed they had signed up for Kasko insurance coverage, confusion that was also fuelled by the terminology used in the contract documents, which referred to insurance-related concepts. The terms of the liability limitation were spread across several sections of the General Rental Conditions, making it difficult for customers to fully understand their obligations. The requirement to report any damage within three days was not communicated clearly enough, and the “Vehicle Condition Guide” — the technical document defining criteria for distinguishing between normal wear and damage — was not explicitly provided to customers.
Economically, the liability limitation service generated revenues of between €10 and €15 million from 2022 to 2024, while unreported damage charges brought in approximately €1–1.5 million over the same period, affecting between 5,000 and 10,000 customers.
In its defence, Ald Automotive maintained that its procedures were appropriate, arguing that damage reporting requirements reflected standard industry practice and that customers were given sufficient information to understand the service conditions. The company also pointed out that formal complaints were limited and that long-term rental clients should be considered more experienced than average consumers.
The Authority rejected these arguments, reiterating that the unfairness of a commercial practice is assessed according to its potential to distort consumers’ economic behaviour, regardless of the number of complaints received. The Agcm further stressed that companies cannot assume customers possess advanced technical knowledge and must ensure that all information is clear, complete and easily accessible.
Ald’s conduct was found to violate Articles 20, 21, 22, 24 and 25 of the Consumer Code, as it was capable of misleading consumers and failed to meet professional diligence standards. The requirement to report even non-visible damage was deemed an excessive burden that restricted customers’ effective use of the service.
Taking into account the seriousness, duration and nationwide scope of the practice, as well as the company’s size (with revenues exceeding €1.3 billion in 2024), the Authority ordered the discontinuation of the conduct and imposed a €5 million fine, reduced from the initial €7 million in light of corrective measures Ald introduced in 2025 to improve contractual transparency. The company must notify the Authority within 60 days of the steps taken to comply with the ruling, particularly regarding the handling of non-visible damage.
