Gambling advertising restrictions

The Italian ban on gambling advertising is one of the toughest in Europe. It was introduced by Decreto Dignità: Decree Law No. 87 of July 12, 2018, later converted into Law No. 96/2018. Since 2019, he has actually blocked promotion channels both in the media and through sports sponsorship. Below - structurally about what exactly is prohibited, how it is applied and where the state policy is moving.

1) Chronology and frame of law

July 14, 2018: a general ban on advertising games with cash winnings (including TV, radio, press, outdoor advertising, Internet and social networks) came into force.

January 1, 2019: the ban is expanded to sponsorship (sports, cultural events, etc.) and any other communications of a promotional nature. Existing treaties could be finalized until July 2019 under transitional rules; new ones cannot be concluded.

2) What is prohibited "by default"

Any direct or indirect advertising of bets and games with cash prizes in all types of media and on all sites.

Sponsorship of sports and cultural events, form branding, broadcast integration, product placement, placement of operator and affiliate logos.

3) Who follows and how to punish

Supervision and sanctions in terms of media and online communications are carried out by AGCOM (Italian Agency for Guarantees in Communications).

Fines: minimum €50,000 per violation; in some cases - a percentage of the transaction/placement value (an increase from 5% to 20% of the contract value or airtime).

4) AGCOM clarifications: what is still possible (Guidelines 132/19/CONS)

In April 2019, AGCOM adopted Decision No. 132/19/CONS with methodological clarifications. It confirms the general prohibition, but allows narrow exceptions, under strict conditions of registration:

Informational and neutral messages without inducement to play (for example, certificates of responsibility, rules, age restrictions).
B2B communications in professional environments (catalogs, industry exhibitions) - without targeting the mass consumer.
Individual socially significant/responsible messages (cause-related) that do not contain promotional calls, and editorial materials if there is no commercial influence and CTA.

💡 Any elements that subjectively "push" to the game (calls, bonuses, codes, links to registration, visual "promo rhetoric") translate the message into a prohibited area.

5) Transition and application practices

2018 contracts could only "survive" until July 2019; further - a complete ban on new transactions.

Sites and influencers are subject to the ban along with channels: product placement, integration, stories, livestream mentions are considered as advertising.

6) Sports, media and market impact

Sports case: The drop in sponsorship from betting brands hit Serie A and other leagues (lost revenue and shifting budgets to other jurisdictions).

Public discussion 2019-2025: some experts believe that "hard zero" in advertising could stimulate traffic to nelіtsenzirovannym sites that are not limited by bans and operate outside of control.

7) 2025: Relevant Changes and Revisions

Revision and mitigation: In 2025, the government and regulators are discussing partially lifting/reformatting the ban (especially in sports), including possible new sponsorship rules and targeted fees from such contracts.

European plane: the question of the proportionality of the absolute ban is submitted to the EU Court of Justice (ECJ) - the outcome may affect practice within the borders of the entire Union.

8) Compliance checklist for operators, clubs, media and affiliates

1. Prohibition - basic setting: assume that any public promotional communication is prohibited unless it falls into narrow AGCOM exceptions.

2. Content filter: remove calls, bonuses, ref links, promotional codes, "play now," jackpots, as well as visual patterns that create a promotional effect.

3. Evidence labeling and storage: capture publication objectives (awareness/responsibility), distribution scenarios, target audience, media plans.

4. B2B channels: Limit distribution to professional audiences, avoiding open consumer reach.

5. Contracts: checking all contracts with sports organizations, media, streamers and agencies for promotional obligations and branding.

6. Risk Management: Budget for fines/complaints, procedures for quick removal of content and interaction with AGCOM.

9) What's Next: Scenarios to 2026-2027

Partial return of sponsorship is possible (with fences: quotas, "watershed" in time, RG messages, targeted fees in favor of sports/prevention).

Strengthening responsible communication: mandatory RG blocks and checking "age barriers" on platforms and streams.

The EU Court of Justice can set standards of proportionality and proportionality for general prohibitions in gambling advertising.

Bottom line. The Italian Decreto Dignità introduced an almost total ban on advertising and sponsorship of gambling (from 2018-2019), supported by high fines and active supervision by AGCOM. Since 2025, the ban is in the revision phase: point concessions for sports and updated communication rules are being discussed with an increased emphasis on Responsible Gaming - while the overall vector for protecting vulnerable groups remains unchanged.