Made in Italy is a merchandise mark indicating that a product is all planned, manufactured and packed in Italy,^[1] especially concerning the design, fashion, food, manufacturing, craftsmanship, and engineering industries.

According to a market study by Statista in Made-In-Country-Index (MICI) 2017, and published by Forbes on 27/03/2017, Made in Italy today ranks 7th in terms of reputation among consumers worldwide. KPMG, surveyed in 2012 Made in Italy as the third brand in the world in terms of notoriety after Coca-Cola and Visa.^[2]

The made in Italy brand has been used since 1980 to indicate the international uniqueness of Italy in four traditional industries: fashion, food, furniture and mechanical engineering (automobiles, industrial design, machineries and shipbuilding). In Italian they are also known as "Four A", Abbigliamento (clothes), Agroalimentare (food), Arredamento (furniture) and Automobili (automobiles). Italian products have often been associated with quality, high specialization and differentiation, and elegance. Strong links to experienced and famous Italian industrial districts are often connected with the concept of luxury.^[3] Since 1999, Made in Italy has begun to be protected by associations such as Istituto per la Tutela dei Produttori Italiani (Institute for the Protection of the Italian Manufacturers) and regulated by the Gucci company to the Italian government.^[4][5]

In recent times the merchandise mark Made in Italy has become decisive for Italian exports and so common worldwide to be often considered as a separate product category. In January 2014, Google Cultural Institute, in collaboration with the Italian government and the Italian Chamber of Commerce, launched an online project aimed to promote Made in Italy by using virtual showrooms about several famous Italian products.^[6]

In 2009, the Italian law 135^[7] stated that only products totally made in Italy (planning, manufacturing and packaging) are allowed to use the labels 100% Made in Italy, 100% Italia, tutto italiano in every language, with or without the flag of Italy. Each abuse is punished by the Italian law.^[8]

Compared with "Made in Germany" ('all essential manufacturing steps') and "Made in USA" ('all or virtually all'), Italian regulation is more restrictive ('totally') in determining what qualifies for the use of the "100% Made in Italy" label.^[9]

Article 16 of Law 166/2009 introduced more stringent regulations regarding the proper use of the “Made in Italy” designation. It established that products labeled as such must be entirely conceived, manufactured, and packaged within Italian territory, thereby preventing misleading practices and reinforcing the authenticity of Italian craftsmanship.

Under this provision, competent authorities are granted the power to verify production processes, enforce compliance, and sanction offenders who falsely attribute an Italian origin to their goods. In doing so, Article 16 not only protects consumers from deceptive claims but also safeguards the reputation and economic value of Italy’s traditional manufacturing and artisanal excellence.

The Istituto per la Tutela dei Produttori Italiani (ITPI) is an organization dedicated to safeguarding and promoting genuine “Made in Italy,” ensuring certification throughout the entire national production chain and supporting the authenticity and quality of Italian products.

The Official Portal of Italian producers serves as an institutional showcase aimed at ensuring visibility and credibility for “Made in Italy,” while the national register of certified producers acts as an official directory to identify businesses that adhere to fully Italian production chains.

Alongside these, there are specific certifications, such as the 100% Made in Italy certification, which rigorously verifies the origin and production processes according to the IT01 system, as well as newer forms of attestation designed to combat counterfeiting and strengthen the reputation of national products.

A new certification regulation, a pilot project, is currently undergoing accreditation.

Further support is provided by specialized search engines that facilitate the identification of certified and reliable producers. The institutional importance of these tools lies in their role as guarantors of transparency—essential elements for enhancing the international standing of Italy’s manufacturing sector and preserving the nation’s cultural, economic, and artisanal heritage.

Trademark Made in Italy does not regulate the use of the words "Made in Italy". For that only the last substantial transformation or processing is considered according to Law n. 350/2003.^[10][11]

Industry sectors in which the expression Made in Italy is illustrative:

• furniture
• art
• automobiles
• car engines
• industrial design
• motorcycles
• bike
• commercial vehicles
• jewellery
• jewellery
• silverware
• watchmaking
• ceramics
• faience
• porcelain
• glass
• crystal (glass)
• glasses
• leather goods
• clothing
• tailoring
• footwear
• pasta
• pizza
• pastry
• biscuits
• foods
• meat
• sausages
• cheese
• drinks
• wines and sparkling wines
• olive oil
• liquors
• beer
• textile industry
• film industry

A special mention goes to Ferrari: according to Brand Finance, it is considered the most influential and strongest brand in the world in 2021.^[12]

Economists and business analysts have identified five companies in particular whose names are closely associated with Made in Italy:

• Barilla – food company;
• Benetton – global fashion brand;
• Ferrero – manufacturer of chocolate and other confectionery products;
• Indesit – home appliances;
• Luxottica – the world's largest eyewear company.^[13]

• General Confederation of Italian Industry

• Official Portal of Italian Producers: madeinitaly.org
• National Register of Certified Producers: it01.it
• 100% Made in Italy Certification (IT01 system): madeinitalycert.it
• Made in Italy Certificate: madeinitalycertificate.org
• Search Engine for Certified Italian Producers: italianmanufacturers.org
• Italian Trade Agency