Italy’s communications regulator Agcom has approved a new set of guidelines governing responsible gambling advertising. The guidelines will function as a formal policy framework, defining the parameters within which operators must act when communicating responsible gambling messages.
According to early indications, the rules may include restrictions on the use of certain public figures, such as professional footballers.
The draft also suggests that responsible gambling messaging will need to be presented with limited emphasis, alongside potential requirements governing the size and prominence of operator branding within such communications.
A 30-day public consultation will open next week, allowing operators in the regulated gambling sector to provide feedback on the proposed measures. Following the consultation period and engagement with stakeholders, the framework could be finalised and become operational before the summer.
Recently, Agcom 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 explains legal obligations and offers practical instructions to help influencers avoid breaches. However, Agcom noted that assessments of individual cases will be made on a case-by-case basis.
Italy is currently undergoing a significant regulatory overhaul. The Government is moving forward with a reorganisation of its land-based gambling network. The regulator ADM has drafted a regulatory proposal to restructure the sector, though its details are still under review.
The ADM also recently proposed updates to the country's online gambling framework during an open hearing that focused on live gaming and technical standards.
Under Italy’s Legislative Decree No. 41, which governs the reorganisation of the online gambling sector, licensed operators are required to invest annually in responsible gambling initiatives
