Europe has become the latest battleground for DJI, the world’s largest drone manufacturer, as Italy’s competition watchdog opens a formal investigation into alleged price-fixing practices.
The Italian Competition Authority (AGCM) has launched an inquiry into DJI Europe and its Italian importer, Nital, over suspected violations of Article 101 of the Treaty on the Functioning of the European Union (TFEU). The agency suspects that the companies imposed resale prices on retailers selling DJI’s enterprise drones — high-end aircraft typically used by businesses, public agencies, and industrial clients.
According to the AGCM, DJI and Nital allegedly monitored discrepancies between reseller prices and those published on Nital’s own website, hobbyhobby.it. Retailers who offered discounts reportedly received cease-and-desist letters citing unauthorized use of DJI’s trademark and even faced threats of supply interruption.
“In doing so, DJI and Nital appear to impose resale price maintenance across their distribution network, removing any form of competition through discounts and price reductions for customers,” the regulator said in a statement.
The watchdog further noted that DJI and Nital may have also tried to restrict parallel imports, discouraging Italian resellers from buying DJI drones abroad at lower prices. The Authority said these practices could constitute a hardcore restriction under EU competition law, a serious offense that can lead to significant fines.
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As part of the probe, AGCM officials, assisted by Italy’s Special Antitrust Unit of the Guardia di Finanza, carried out inspections on October 23 at Nital’s offices and several DJI resellers across the country.
In an emailed response to Reuters, DJI said it was “committed to rigorous legal and regulatory standards” and pledged to cooperate fully with authorities as the investigation proceeds. Nital has not commented publicly on the allegations.
The Italian probe adds to a growing wave of international scrutiny facing DJI, whose dominance in the global drone market has made it a lightning rod for regulators.
In the United States, the company is already under intense pressure. In October 2024, US Customs and Border Protection began halting imports of some DJI drones under the Uyghur Forced Labor Prevention Act, citing possible supply-chain concerns. DJI denied any involvement in forced labor and said it was working to provide full documentation to US authorities. Meanwhile, the Pentagon continues to classify DJI as a “Chinese military-linked company,” a designation the firm recently failed to overturn in court.
From Rome to Washington, the message is clear: DJI’s business practices are under a microscope. Between allegations of price-fixing in Europe and rising national-security concerns in the US, the drone giant now faces one of the toughest regulatory climates in its history. For consumers and commercial drone users alike, the ripple effects could soon be felt in higher prices, restricted imports, and fewer DJI products available on Western shelves.
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