“It is encouraging that the Veneto Region has taken steps to ensure compliance with the annual law on small and medium-sized enterprises (34/2026), which clarifies who may (and who may not) use the term ‘artisan’ in the name, signage, trademark, and promotion of products or services.”
Claudia Scarzanella, president of Confartigianato Imprese Belluno, certainly did not miss the communication sent by the Directorate for Industry, Crafts, Commerce, Services, and Business Internationalization to municipalities, associations in the crafts and commerce sectors, and the Chambers of Commerce in Veneto.
In the letter, the Directorate reiterated the provisions of the law, clarifying the legislature’s intent to “protect the value and recognizability of the artisan designation, ensuring that any reference to the terms ‘artisan,’ ‘artisanal,’ or ‘artisanal craftsmanship’ is effectively related to the nature of the activity carried out and the characteristics of the production of the good or service offered.”
But what matters—because in Italy a law is respected only to the extent that a penalty is provided for—is that the Directorate draws attention to the procedures for investigating potential violations and the application of the relevant administrative penalties.
The notice therefore emphasizes that payment of the reduced amount, where the conditions are met, must be made within 60 days of the issuance of the notice of violation or notification of the violation.
“It is also important to note the provisions regarding investigations and penalties, which, according to Regional Law 10/77, fall under the jurisdiction of the municipality in whose territory the alleged violation is detected. Therefore, reports of possible non-compliant use of references to crafts and craftsmanship should be directed to the municipality. To be effective, reports should be accompanied by evidence useful for verification, such as photos of signs or advertisements, details of the business in question, promotional material, and reproductions of trademarks. The municipality will then be able to conduct investigations and, if necessary, impose penalties.”
The letter from the regional office urges that this communication be widely disseminated to promote a proper understanding and application of the new regulations.
“The law in question,” concludes Claudia Scarzanella, “gives due recognition to genuine artisan businesses, which, by acknowledging their own importance, can believe in their future and invest in it; but it also protects consumers, who will now know with certainty whether the product or service they purchase is truly artisanal. At the same time, it also defends and supports municipalities, because supporting artisanal crafts means promoting the local area, culture, tradition, and the community’s identity. It is now up to everyone to pursue all these goals by helping municipalities ensure compliance with the law.”
