The Communications Regulatory Authority (Autorità per le Garanzie nelle Comunicazioni – AGCOM) has addressed the issue of gambling advertising, focusing on the role of social media and new online platforms in Italy. AGCOM is the Italian national regulatory for communications.
The discussion took place during the event Riordino gioco fisico: che mercato sarà? Online tra politica e sviluppi socio-economici, held at the University of Salerno. The event featured Fabio Felici, editor-in-chief of Italian news website Agimeg, who moderated the discussion, and Davide Gallino, Head of the Disciplinary, Supervision and Sanctions Office at AGCOM, who spoke on behalf of the authority.
Advertising ban and the effects on sport
The moderator of the event, Fabio Felici, opened the debate by mentioning the Decreto Dignità, which came into force in Italy in 2018 with the aim of introducing a a total ban on advertising, both direct and indirect, for games and betting involving cash prizes. Since it became effective, the decree has sparked widespread debate. On the one hand, there are those who have welcomed the aim of protecting citizens from the risks posed by problem gambling. On the other hand, there are those who criticise the decree for its negative impact on the legal betting and sports sectors.
The ban on indirect advertising has had a particularly negative impact on football clubs. The Italian league has no longer been able to rely on revenue from sponsorship and indirect advertising in stadiums. This has not been the case for many other European leagues, where betting-related sponsorship is widespread.
AGCOM central role
The debate continued by moving the focus towards AGCOM and its central role when it comes to new guidelines on gambling communication and the issue of public figures used in advertising campaigns.
“The Italian Customs and Monopoly Agency (Agenzia delle Dogane e dei Monopoli – ADM) is the real regulator in the country, but we are responsible for gambling advertising communication, as set out by the Decreto Dignità 2018. Dealing with gambling advertising means setting some limits on advertising communication by operators that hold a licence in Italy, but also by those that do not. In the online world, these operators can now easily reach everyone’s mobile phones,” Gallino said.
Social media and the online world
Gallino then focused on the role of social media and how these platforms give users easy access to many gambling offers that promise large prizes and quick profits. “If you go on social media and start typing the word betting, your timeline quickly fills up with gambling offers from tipsters promoting unbeatable, flawless and unrivalled methods for making more money. Most of this advertising is not allowed in Italy,” he said.
According to Gallino, there is a fundamental distinction between traditional television advertisements and those appearing on social media and digital platforms. He commented on how online ads fill social media accounts, always promoting something new that seems immediately attractive to our eye. The AGCOM representative emphasised the importance of approaching content on social media with caution.
What could change?
Given the role of the authorities and the development of the digital world, what could happen next? According to Gallino, most institutions are aware that something needs to change. Authorities must monitor and stop unregulated concessionaires as soon as possible.
The growth of the online sector and the strong influence of social media are key issues in our society. When it comes to online gambling and advertising, it is essential that authorities such as AGCOM continue to monitor what digital platforms promote online. Italian authorities have a complex duty, which is well structured and has a clear aim: to protect licensed operators and players.
Manila’s calling and it’s not whispering. From 31 May to 03 June 2026, SiGMA Asia returns to the undisputed regional heavyweight. With 16,000 delegates, 3,040 operators, and 250+ speakers under one roof, this isn’t just an expo. It’s ignition!
