Alea, the National Forum of Family Associations and five consumer associations are calling for stricter limits on responsible gambling communications in Italy, arguing that public-health messaging should not create indirect routes for gambling promotion.
The groups will present a joint document at the Chamber of Deputies in Rome on 8 May, following AGCOM Resolution No. 85/26/Cons and the regulator’s public consultation on supplementary guidelines for communications campaigns against gambling addiction.
The consultation sits within Italy’s wider restrictions on gambling advertising. Since the Dignity Decree, Italy has maintained a broad ban on gambling advertising and sponsorship, including indirect promotion across digital, broadcast and other media.
AGCOM’s draft framework seeks to define how responsible gambling campaigns can be delivered without breaching that prohibition.
The joint document argues that campaigns should be clear, sober, verifiable and non-promotional. It raises concerns over messages that may reproduce the look or feel of gambling, including references to bonuses, cashback, countdowns, colours, sounds, app-style interfaces and sports settings.
The associations also call for the consistent use of the term Gambling Disorder, recognition of harm affecting families and third parties and safeguards against reputational benefits for concessionaires through social responsibility campaigns.
Requested protection measures include stronger self-exclusion tools, time and spending limits, restrictions on profiling for marketing, alerts on risky behaviour and independent monitoring of communications.
AGCOM’s consultation material states that responsible gambling communications must support player protection and avoid practices that could circumvent the ban on advertising games and betting with cash prizes. It also confirms that existing advertising prohibitions and sanctions remain in place.
The debate comes as Italy’s gambling framework is under broader review. Deputy Minister of Economy and Finance Maurizio Leo has been preparing a land-based gambling reorganisation decree intended to harmonise rules across regions, venue locations, opening hours and concession arrangements.
Earlier this month, GGI reported that Italy is seeking to accelerate its land-based gambling reorganisation, with the Government aiming to address regional fragmentation and define principles for new licences.
AGCOM is one of several bodies involved in Italian gambling oversight, with the ADM, Guardia di Finanza, Postal Police and other authorities also holding enforcement roles
