Lega Serie A intellectual property and data campaigns

The Lega Serie A has initiated several campaigns aimed at protecting its intellectual property and commercial assets, both of which have encountered public criticism.

In August 2026, the league launched the #STOPIRACY campaign to combat illegal audiovisual streaming, known in Italy as ‘pezzotto’. While the initiative sought to highlight the economic costs of piracy and the risks of fraudulent content, it faced social media backlash regarding the use of generative artificial intelligence in its promotional video. Critics argued that using AI—which utilizes existing artworks for training—contradicted the campaign’s mission to defend copyright. The league subsequently updated its posts to include AI disclosures.

Shortly after, the league introduced the ‘True Data’ campaign to protect the commercial value of official match statistics used in broadcasts and betting markets. This campaign faced scrutiny over its marketing slogan, ‘If the data is not official, your bet is less secure’, which some interpreted as an implicit promotion of gambling. The controversy was further amplified on social media when a Community Note on X reminded users that ‘gambling can cause pathological addiction’.