Italy’s Communications Authority (AGCOM) has issued updated guidance for influencers, providing FAQs and documents to clarify rules on advertising and commercial content with a firm warning that gambling promotions are strictly prohibited.
The guidance not only explains legal obligations but also gives clear, practical instructions to help influencers avoid mistakes. However, the AGCOM notes evaluations of specific cases will be made on an individual basis.
Influencers are guided on how to label promotional content and disclose partnerships. They are also advised on how to manage gifts, events or charity collaborations. These rules apply to posts, videos, stories and live streams to ensure compliance.
The guidance is deliberately practical - but it remains to be seen whether influencers take any notice of these guidelines.
The AGCOM emphasises that even influencers “below the threshold” must maintain advertising transparency and protect minors. This refers to social media creators or online personalities who do not reach the level of visibility, audience size or commercial significance that requires registration in the official Public List of Relevant Influencers maintained by the AGCOM.
The move forms part of a broader effort to ensure influencer marketing complies with legal standards while protecting vulnerable audiences, particularly in high-risk sectors such as gambling. Industry observers expect stricter enforcement in 2026, signalling that social media campaigns for betting companies will need careful vetting to avoid legal repercussions.
Recently, the Italian Customs and Monopolies Agency (ADM) drafted a regulatory proposal to reorganise the land-based gaming sector. Its technical details are still under review. Rumours indicate that the upcoming land-based concession tenders could potentially favour large operators.
The Italian trade associations EGP and FIPE recently warned that the Italian land-based sector faces challenges from territorial restrictions, operating-hour limits, and growing competition from both legal and illegal online gaming
