The Milan Court of Appeal, with decision no. 3073/2025, stated that ‘although, in principle, the protection of a slogan under Copyright Law no. 633 of 1941 is now accepted, clearly not all slogans or advertising messages can automatically be assimilated with a true ‘work of art’ and thus obtain the legal protection given by the copyright. In fact, it is necessary that, like other intellectual works protected by copyright, advertising messages also possess the creativity and originality required by Article 1 of the Copyright Law’.