Besides sending a take down notice. The very next thing if not the first thing contact visa and master card and let them know about the website being used to sell entirely contraband. They can actually block his site entirely from being able to take any form of their credit card payments. Meaning he won't be able to sell shit.
Frankly, At this point the gloves would come off for me if I was involved in this.
I'd spend the money on an attorney. They are not just violating most countries copyright but also EU IP laws and so on.
You could also make for a criminal case if you lawyer has half a brain he will. He will push for that conviction and use it in the civil suit against them.
Why put them behind bars. Most likely they aren't going to have enough money to pay yours or anyone else's legal fees or the cost of anything else.
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Article on Italies Piracy law.
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What I've found over time is anyone up to something like this, it isn't the only thing they are doing wrong or illegal. A little research and investigation can put all the cards usually on your side.