November 3, 2025 – Italy’s competition authority has launched an investigation into DJI, alleging the drone giant engaged in price-fixing practices and restricted parallel imports to maintain market dominance within the country. The claims suggest DJI may have manipulated retail pricing and limited competition to protect its high share of the European drone market.

According to Italy’s Autorità Garante della Concorrenza e del Mercato (AGCM), DJI may have enforced agreements preventing distributors and retailers from lowering prices or sourcing products from outside designated channels.

“These practices could artificially inflate product costs and limit consumer choice in the growing drone technology market,” the AGCM noted in its preliminary statement.

Accusations Under Review

• Price Coordination

Retailers allegedly pressured to maintain fixed price points across stores and online marketplaces.

• Barriers to Imports

Restrictions may have been imposed on distributors importing DJI drones from lower-priced international markets.

• Market Control Concerns

With DJI controlling a majority of the global drone sector, regulators worry these tactics reduce fair competition in Europe.

Potential Impact on Consumers & Industry

• Higher Retail Prices

Drone buyers may have paid more due to limited pricing flexibility.

• Reduced Brand Competition

Smaller drone makers could struggle to gain visibility in European markets.

• Regulatory Ripple Effect

Additional European watchdogs may launch similar investigations if allegations are upheld.

DJI’s Response

DJI has emphasized its commitment to lawful business operations and indicated it will work with authorities to clarify the situation. The company maintains that controlled distribution ensures proper certification and product safety standards within the EU.

What Happens Next?

AGCM will examine:

• Communications between DJI and distributors

• Pricing structures enforced over the last several years

• Market availability and distribution restrictions

If the authority confirms violations, DJI could face substantial fines and be required to modify its commercial practices in Italy and possibly beyond.