Overview

• Local police issued the €1,032 fine at the end of June for a gazebo marked “Guerlain per Alpemare” in violation of Forte dei Marmi’s article 10 advertising ban.
• Article 10 of the communal beach code allows advertising only during fundraising events for registered non-profit associations.
• Director Fabio Giannotti maintains that the Guerlain stand offers free skincare and fragrance services exclusively to tent-paying clients rather than paid promotion.
• Alpemare’s legal team has formally challenged the sanction, arguing that the branded gazebo falls within the club’s client amenities.
• Faced with increasingly complex seaside regulations, the Bocelli family is open to selling Alpemare despite its recognition as Italy’s top luxury beach club.