Gambling advertising in Italy: AGCOM launches consultation on new rules
Italy’s communications authority advanced its oversight of the gambling sector with Resolution No. 85/26/CONS. This initiates a public consultation on a supplementary act to the existing responsible gambling communication guidelines. AGCOM is seeking input from operators and stakeholders. The regulatory structure is expected to materially affect industry communication practices.
An intervention in line with the Dignity Decree
The measure sits in a highly regulated environment, shaped by the general ban on gambling advertising. This ban was introduced by the “Decreto Dignità”. In parallel, Article 15 of Legislative Decree No. 41 of 2024 allows for informational campaigns. These campaigns must be aimed strictly at prevention and player protection.
The supplementary act seeks to clarify the boundaries of this exception, ensuring that responsible gambling communications do not, even indirectly, become promotional. The core principle is clear: inform, not promote.
Communication and public health: a shift in approach
AGCOM’s proposal adopts a public health approach. Campaigns must be clearly prevention-focused, raising awareness of gambling risks and encouraging responsible conduct.
Communications should highlight protective measures such as spending limits, time restrictions, voluntary breaks, and self-exclusion, direct users to official support channels, and adopt a balanced, non-stigmatising tone that normalises seeking help.
This approach aligns with guidance from international bodies such as the World Health Organization, which emphasises that regulating advertising and communications is a key instrument in reducing gambling-related harm.
Zero tolerance for ambiguity: strict control over language and content
The supplementary act directly bans any mention of odds, jackpots, bonuses, or gaming rewards. It also prohibits any representation that evokes the idea of winning or simulates a gambling experience.
Visual content faces strict controls. Campaigns must not use images, interfaces, buttons, or call-to-action items linked to gambling. This prevents overlap between prevention and promotional content.
The act bans links, QR codes, or redirects to operator platforms, including content not directly related to gambling, such as informational websites or sports results. All references must lead only to official support channels.
Vulnerable groups: expanded and strengthened protection
The supplementary act expands protections for vulnerable groups. In addition to minors, individuals under 25 are included. Older adults are also explicitly protected and must not be involved. Responsible gambling campaigns must not target these groups, directly or indirectly.
Communications must avoid language, visual codes, or narratives that could appeal to these groups. This marks a significant evolution in regulatory sensitivity. It acknowledges gambling risks not just for minors but for young adults and other at-risk populations, too.
Brand visibility: minimal presence, no promotional value
The act limits the display of operator logos and trademarks to a simple signature. No promotion is allowed.
Branding must appear in a marginal position, typically at the bottom. Do not highlight it or add slogans, taglines, or commercial references. This prevents neutral elements from becoming indirect advertising.
Formats and distribution: less impact, more substance
AGCOM recommends delivery formats that support effective message comprehension. Short audiovisual formats are discouraged. Billboards, brief videos, or L-shaped overlays are not considered suitable for complex issues like gambling harm prevention.
This guidance may affect operators’ media strategies. It encourages more substantive content and limits reliance on high-visibility formats that lack sufficient information.
Monitoring and consultation: an evolving framework
The supplementary act also addresses campaign monitoring. AGCOM advises evaluating indicators such as message comprehension, recall, and behavioural outcomes. The aim is to progressively improve the quality of communications.
Resolution No. 85/26/CONS starts the regulatory process. The Directorate for Media Services and Fundamental Rights Protection is running a public consultation to gather industry feedback before finalising the regulatory framework.
Towards a new level of responsibility for the iGaming sector
The supplementary act outlines a highly restricted framework for responsible gambling communications, focusing only on player protection.
For operators in the iGaming, betting, and fintech sectors, this development means they must review and separate all communications into two clear categories: information and promotion. This separation has become a mandatory regulatory standard.
In a more stringent regulatory context, operators must ensure communications are credible, effective, and fully compliant. Communications must genuinely support harm prevention without encroaching, even indirectly, into the domain of marketing.
This article was first published in Italian on 8 April 2026.
Be part of the action! Join the world’s biggest iGaming community with SiGMA’s Top 10 News countdown. Subscribe HERE for weekly updates, insider insights, and exclusive subscriber-only offers.
