Italy’s gambling advertising ban is softer than expected

Operators have received the first good news in months in Italy as gambling advertising restrictions were released and turned out to be less punitive than expected.

Italy.- Industry operators were happy to read the most recent telecom watchdog AGCOM release. The regulator detailed Italy’s gambling ad ban reglamentation and explained it won’t be as harsh as it previously announced.

Traditional advertising, commercial communications such as product placement, distribution of branded items, advertorials and influencer marketing will be banned. However, indexing services to improve search engine results for companies will be permitted.

In addition, third-party affiliates may use operators’ brand names in limited capacities. They may compare odds on specific events or bonus offers, and such.

The ban

Last year, the Italian Parliament passed a proposal that bans all gambling-related advertising and sports sponsorships starting next year. With 155 voted in favour, 125 against and one abstained, the Senate approved the Dignity Degree, paving the way for new regulations in the country.

Italy’s gambling advertising ban applies to gambling products and services advertised on the internet, radio and television. Furthermore, it stops clubs from obtaining gambling sponsors. The only operators exempt from the ban are the state-run national lottery and its products.

Ever since Labour Minister Luigi Di Maio started his position, he manifested his stance against gambling and said that the new regulations are set to financially cover the new national plan on gambling. “We could no longer allow citizens to be encouraged to gamble, a vice that increasingly degenerates into a real disease: in Italy, there are a million people at risk, including many children,” said Di Malo after the Senate approved the Decree.

“I consider this rule an act of civilization that is implemented for the first time in the European Union. Finally, a record to be proud of,” he added.