Italy’s media regulator set to define gambling communication rules

(AsiaGameHub) –   AGCOM aims to define the distinction between “informational” and prohibited “promotional” gambling communications for licensed operators in Italy.

Italy.- AGCOM, Italy’s media regulator, is set to intensify its scrutiny of how gambling operators engage with customers, particularly concerning advertising, marketing, and promotional messages. The regulator has announced the commencement of a consultation on responsible gambling communications.

This consultation follows a public call that garnered over 20 submissions from various stakeholders, including those advocating for more precise rules on how gambling license holders can disseminate offers and updates to consumers. The objective is to establish clearer boundaries between “informational” and “promotional” communications.

Operators have sought clarification on whether practices such as offering bonuses, enhanced odds, loyalty programs, collaborations with influencers, and affiliate marketing comply with Italy’s existing regulatory framework. AGCOM is anticipated to adopt a more stringent interpretation of any communication that could potentially encourage gambling participation, even indirectly.

In 2019, Italy’s Dignity Decree introduced a comprehensive ban on gambling advertising, encompassing sponsorship agreements, advertisements across television, radio, digital platforms, sports events, and social media, as well as indirect marketing, affiliate activities, and engagement-driven campaigns. AGCOM’s review does not signal a change in these regulations. However, at the legislative level, sports minister Andrea Abodi is expected to consider a reassessment of the ban on gambling sponsorship, prompted by concerns about a potential funding crisis in Italian football following the national team’s failure to qualify for the World Cup.

The regulator’s consultation comes after the introduction of a new licensing system for online gambling in Italy last year. AGCOM has been involved in several disputes with Meta and Google concerning alleged violations of Italy’s stringent rules on gambling advertising. Concurrently, the Customs and Monopolies Agency (ADM), which oversees gambling regulation in Italy, continues its efforts to combat unlicensed operators. This week, it added 146 domains to its blacklist of illegal gambling sites, bringing the total blocked in 2026 to over 500. Since 2019, the ADM has blocked more than 12,000 unauthorized portals.

Meanwhile, reforms pertaining to land-based gambling in Italy are progressing towards an agreement on a draft decree after years of discussion.