Italy’s communications regulator is preparing clearer rules on what counts as gambling information and what counts as banned advertising. The move comes as operators, media companies and affiliates continue to work under the country’s strict gambling ad ban.
AGCOM is reviewing how gambling content appears across websites, social media, video platforms and sports media. The goal is to separate neutral information from promotion that could breach Italy’s Dignity Decree.
Dignity Decree still shapes market
Italy introduced a near-total gambling advertising ban through the Dignity Decree in 2018. The rules prohibit direct and indirect gambling advertising, sponsorship and promotional communication across major media channels.
Licensed operators can still provide certain factual information. That can include odds, game details, legal notices and responsible gambling messages when presented without promotional language.
The difficult area is content that looks informational but may still push users toward a brand. That includes rankings, reviews, bonus references, branded videos and social media posts linked to betting or casino operators.
AGCOM looks at indirect promotion
AGCOM’s work is expected to focus heavily on indirect advertising. That is when gambling brands appear through content, partnerships or visibility tools without a standard advert.
The regulator has already dealt with cases involving digital platforms and online content that promoted gambling services. The new guidance would give publishers and operators a clearer view of what is allowed.
Affiliates, sports media and content creators rely on gambling-related traffic, but Italy’s ban gives little room for promotional language or commercial calls to action.
Licensed operators want clarity
Italy remains one of Europe’s largest regulated gambling markets. Operators have argued that clearer rules are needed so licensed brands can share legal product information without being treated the same as illegal advertisers.
The issue also affects channelisation. If licensed operators cannot communicate basic information clearly, unlicensed sites may become harder to separate from regulated brands.
Regulators still need to protect consumers from aggressive marketing. Any new interpretation is likely to keep strict limits on bonuses, incentives and content aimed at vulnerable users.
Affiliate content faces closer checks
Affiliate websites and comparison pages are likely to be a key part of the review. These sites often present odds, operator names and product details in formats that can look like consumer information. AGCOM’s guidance could affect how those pages use rankings, calls to action and bonus wording. It may also influence how gambling-related content is labelled across search results, social media and sports websites.
