Italian regulator issues clarification over bonus rules for gambling operators
The ADM said operators had raised questions about rules for the presentation of bonuses, rewards and prizes.
Italy.- Online gambling operators in Italy have received a formal reminder and clarification about the rules around how they present bonuses, rewards, and prizes. The Customs and Monopolies Agency (ADM) issued the update following queries from licensees and complaints from consumer groups regarding promotional practices.
Since 2019, gambling advertising in Italy has been prohibited under the Dignity Decree, with rules on promotions overseen by the communications watchdog AGCOM. The ADM’s clarification highlights the difference between offering bonuses and promoting them.
It notes that bonuses are allowed, but operators may only describe their existence and mechanics in a neutral, informational way. Any messaging that encourages play, adds promotional flair, or incentivises gambling is prohibited. In short, factual information about products and bonuses is permitted, but anything resembling advertising is not.
The ADM reminded operators that they must follow AGCOM’s rules and any future updates, noting that it has no authority to reinterpret or amend AGCOM’s decisions. This clarification comes following the launch of a new remote gambling licensing regime in November 2025. Under the new framework, 52 licensees operate through single master domains that eliminate the previous ability to run skins.
AGCOM began reviewing the advertising rules in May, acknowledging uncertainty over where to draw the line between “informational” and “promotional” communication. However, the debate over the Dignity Decree itself is far from settled. There have been calls to review the restrictions, particularly the ban on sports sponsorship, following Italy’s failure to qualify for the FIFA World Cup 2026.
ADM Director General Roberto Alesse has recognised that restrictions may have unintentionally boosted the black market by limiting visibility for licensed brands. For now, no formal legislative proposals to amend or repeal the Dignity Decree have been introduced, and other European countries have followed Italy’s tough line. There’s even now a citizen petition calling for an EU ban on gambling advertising.
Meanwhile, the government still hopes to complete the long-delayed reforms of Italy’s land-based gambling sector this year. Reforms are expected to introduce a more unified regulatory frameworkfor the sector replacing the current patchwork approach, with stricter rules on venue operating hours and minimum distance requirements.
