The Authority for Communications Guarantees (Agcom) has published an updated set of guidelines governing responsible gambling communications. The authority has also launched a public consultation. The official in charge of the procedure is Dr. Davide Gallino from the Media Services and Fundamental Rights Protection Directorate.
The guidelines will function as a formal policy framework, defining the parameters within which operators must act when communicating responsible gambling messages. Agcom emphasises that communication campaigns cannot be used to circumvent the existing ban on gambling advertising under the Dignity Decree.
Under the new rules, responsible gambling campaigns must be clearly identifiable as prevention messages. Any form of encouragement to gamble is strictly prohibited. Communications must avoid references to betting odds, bonuses or any promotional content.
Agcom requires that all messages include clear warnings about the risks associated with gambling. The guidelines emphasise the use of neutral language with any reference to operators kept minimal and strictly non-commercial.
The scope of the guidelines extends to concessionaires, advertisers, media owners and event organisers involved in gambling-related communications. While operators may include their logos in certain cases, they must appear only as a signature and must not be used in a promotional context.
Monitoring mechanisms are encouraged to assess message effectiveness, including comprehension and behavioural impact.
Communications must clearly include contact details for support services and information on protection tools, such as limits and self-exclusion.
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.
Italy is currently in the process of reorganising its physical gambling network regulations
