Italy’s communications regulator AGCOM has published an Act integrating its guidelines on responsible gambling communications, titled the Supplementary Act to the Guidelines for Communications Campaigns Against Gambling Disorders.
The Act sets out specific requirements to ensure that such campaigns do not become, even indirectly, a form of gambling advertising.
In April, AGCOM published an updated set of guidelines governing responsible gambling communications, alongside a public consultation.
A coalition of scientific, family and consumer groups, including Alea and the National Forum of Family Associations, urged AGCOM in their submission to tighten the rules on gambling prevention communications. The groups argued that ‘responsible gambling’ messaging risks acting as indirect promotion and should not be used in ways that blur the line between prevention and advertising.
The submission also warned that marketing-style features in campaigns, such as bonuses, countdowns and gamified design, can reinforce gambling behaviour and should face stricter restrictions.
It seems their pleas have been heard, as the recent Act reflects these concerns. The Act entered into force the day after its publication on the AGCOM website.
Guidelines outline what responsible gambling campaigns can and cannot contain
The guidelines require responsible gambling campaigns to be strictly preventive, focusing on informing people about gambling risks and promoting tools such as spending limits, breaks and self-exclusion. No new bans are introduced, but the procedures for complying with those already established by law are specified.
They apply broadly to operators, media, websites, event organisers and other entities involved in such communications. Campaigns must never encourage gambling, even indirectly.
The guidelines also identify indicators of risky gambling, including increased betting, frequent deposits, longer sessions and rising losses. Particular attention is given to vulnerable groups, including young adults, older people and minors.
Promotional elements and branding restricted
Campaigns must not contain promises of winning, bonuses, jackpots, odds or financial benefits, nor any call-to-action. They must also avoid gambling imagery, gaming interfaces, promotional visuals and references to specific products.
The operator’s logo may be included for identification purposes, but it must remain secondary and non-promotional. Links and QR codes leading directly to websites, apps, offers, bonuses or gaming areas are also prohibited.
Safeguards for public figures and vulnerable audiences
The use of athletes, influencers and other public figures must be approached with particular caution. Where used, they should feature only in campaigns focused clearly on moderation, risk awareness and responsible behaviour.
Television campaigns require particular attention to scheduling and the presence of minors.
For registered players, automated intervention messages may be sent when signs of risky behaviour emerge, such as very frequent play, disproportionate bets, repeated reloads or frequent access during the night. These messages can be personalised based on individual risk markers.
Monitoring and investment requirements
Responsible gambling campaigns should be monitored for audience understanding, recall and behavioural effects, with operators potentially required to report annual data not only on campaign spending but also on reach and effectiveness. ,
Operators must invest 0.2% of net revenues in such communications, up to an annual maximum of €1m.
Responsible gambling campaigns may target both the general public and registered players
