Exactly: Italian companies (like AirVPN) are now forced to comply to the new law, but being a member of the EU means you cannot forbid other EU countries to sell you their products. So any Italian citizen has still the right to purchase the same service from any other Country, thus stifling their own economy.
The current Italian Government keeps fucking themself in their own ass with this kind of actions: they get bribed by big companies (in this case Comcast's Sky and DAZN) and keep putting in serious difficulties small local companies, because of their total inability to think even a single a step ahead