Italian family and consumer groups warn “responsible gambling” messaging masks promotion

In a joint submission to Italy’s communications authority AGCOM, several organisations have argued that prevention messaging must avoid normalising gambling or making it more socially acceptable. These include the scientific association Alea, the National Forum of Family Associations and five consumer groups.

The groups presented their document at the Chamber of Deputies, following AGCOM Resolution No 85/26/Cons, and the regulator’s public consultation on supplementary guidelines for communication campaigns on gambling addiction.

Italy’s AGCOM is currently defining how responsible gambling campaigns can operate under the Dignity Decree’s broad ban on gambling advertising and sponsorship.

Criticism of “responsible gambling” language as embedded marketing

The coalition has criticised the use of the phrase “responsible gambling,” which they say is increasingly found in both official and industry-linked messaging. According to Alea president Maurizio Fiasco, the term can act as “embedded advertising” that subtly reinforces gambling behaviour under the guise of prevention.

The document calls for clarification of the meaning of responsible gambling. The associations argue that it is unacceptable for responsibility to be placed solely on the user, as if it were a purely private matter.

The groups are calling for the consistent use of the term gambling disorder (DGA), and for the term “ludopathy” to be abandoned, as it is considered journalistic and not aligned with current legislation. They argue that using accurate terminology helps frame the issue within public health prevention and personal protection.

Warning over marketing features embedded in informational campaigns

Particular attention is given to communication techniques that mimic gambling experiences, including welcome bonuses, cashback schemes, loyalty programmes, countdown timers, limited-time offers, bright colours, animations, sounds, winning symbols, digital interfaces, sports-themed settings and calls to action.

The groups argue that even when used in informational campaigns, these elements can act as psychological stimuli that encourage gambling.

Proposed safeguards targeting access, advertising and user profiling

Several operational safeguards are proposed. These include simplifying account exit procedures so they are as easy as registration or login processes, and introducing a ban on user profiling for marketing purposes, as well as a ban on welcome bonuses.

The proposals also include prohibiting betting without a positive account balance, requiring weekly summaries of wins and losses, enforcing mandatory breaks after extended play sessions, and expanding self-exclusion.