Italian media regulator to clarify rules for gambling communications
AGCOM will aim to clarify the boundaries between “informational” and prohibited “promotional” gambling communications for licensed operators in Italy.
Italy.- AGCOM, Italy’s media regulator, is planning to sharpen its focus on how gambling operators interact with customers, particularly in advertising, marketing and promotional messaging. It’s announced the launch of a consultation on responsible gambling communications.
The consultation follows a public call that attracted more than 20 submissions, including from stakeholders who called for clearer rules on how gambling licence holders can present offers and updates to consumers. The aim is to establish clearer boundaries between “informational” and “promotional” communications.
Operators have sought clarity on whether practices such as bonuses, odds boosts, loyalty schemes, influencer partnerships and affiliate promotions breach Italy’s current regulatory framework or not. AGCOM is expected to err towards stricter interpretations of any communication that could indirectly encourage gambling participation.
In 2019, Italy’s Dignity Decree imposed a near-total ban on gambling advertising, covering sponsorship deals, advertising on television, radio, digital platforms, sports and social media and also indirect marketing, affiliate activity and engagement-led campaigns. AGCOM’s review does not entail a shift in regulations, although at the legislative level sports minister Andrea Abodi is expected to consider a re-evaluation of the ban on gambling sponsorship amid concerns of a funding crisis in Italian football after Italy failed to make it to the World Cup.
The regulator’s consultation follows the launch of a new licensing regime for online gambling in Italy last year. AGCOM has been involved in several disputes with Meta and Google over alleged breaches of Italy’s strict rules on gambling advertising. At the same time, the Customs and Monopolies Agency (ADM), which regulates gambling in Italy, continues to crack down on unlicensed operators. This week, it added 146 domains to its blacklist of illegal gambling sites, bringing the total blocked in 2026 to more than 500. Since 2019, it has blocked over 12,000 unauthorised portals.
Meanwhile, reforms for land-based gambling in Italy are finally inching towards agreement on a draft decree following years of debate.
