AGCOM proposes stricter rules on Italian gambling communications

Italy is moving to further tighten its already strict regulatory approach to gambling communications, as the national communications authority AGCOM introduces a new framework aimed at reinforcing the distinction between prevention messaging and commercial promotion. The proposed rules are designed to ensure that any communication related to responsible gambling remains clearly educational, non-promotional and aligned with public health objectives.

The initiative builds on existing restrictions under the Dignity Decree, which prohibits most forms of gambling advertising across the country. By refining how responsible gambling messages can be delivered, regulators seek to prevent any indirect promotional activity disguised as public awareness campaigns.

At the center of the proposal is a public consultation process led by Dr. Davide Gallino, who represents the Media Services and Fundamental Rights Protection Directorate. Stakeholders across the industry, including operators, advertisers and media companies, are invited to provide feedback before the rules are finalized.

Clear separation between prevention and promotion

A key objective of the updated guidelines is to establish a strict boundary between responsible gambling communications and any form of marketing. Under the proposed rules, all such messages must be explicitly framed as prevention-oriented content. This means that they should focus on educating the public about the risks associated with gambling rather than encouraging participation in any form.

Operators and related stakeholders will be prohibited from including references that could be interpreted as promotional. This includes mentioning betting odds, highlighting bonuses or suggesting the attractiveness of gambling products. Even subtle cues that could influence consumer behavior are expected to be restricted under the framework.

The language used in these communications must remain neutral at all times. Regulators have emphasized that wording should not create a positive or enticing perception of gambling. Instead, it should prioritize clarity, transparency and a focus on potential harms.

This approach reflects a broader regulatory philosophy in Italy, where gambling is treated as a sensitive activity that requires careful oversight. By removing any ambiguity in messaging, AGCOM aims to ensure that prevention campaigns cannot be used as indirect advertising tools.

Limits on branding and operator visibility

The proposed rules introduce specific limitations on how gambling operators can appear within responsible gambling communications. While companies are not entirely excluded from such messages, their presence must remain minimal and strictly non-commercial.

Operators will be allowed to include their logos, but only as a form of signature. This means that branding cannot be used in a way that promotes the company or enhances its visibility beyond what is necessary for identification purposes. Any attempt to use responsible gambling messaging as a branding exercise would be considered a violation of the guidelines.

Furthermore, any textual reference to an operator must be limited and neutral. The emphasis is placed on the message itself rather than the entity behind it. This restriction is intended to prevent companies from leveraging public health messaging to strengthen brand recognition or customer engagement.

The rules also apply broadly across the ecosystem. Concessionaires, advertising agencies, media platforms and event organizers involved in gambling-related communications will all be subject to the same standards. This comprehensive scope ensures that no part of the communication chain can be used to bypass regulatory requirements.

Mandatory warnings and player support information

Another central element of the proposed framework is the requirement for clear and consistent risk warnings in all responsible gambling communications. Every message must explicitly highlight the potential harms associated with gambling, including financial loss and addiction risks.

In addition to warnings, communications must provide practical information on support services available to individuals who may be experiencing gambling-related issues. This includes contact details for helplines, counseling services and other assistance programs.

Operators are also expected to inform audiences about player protection tools such as deposit limits and self-exclusion mechanisms. These tools allow individuals to manage their gambling behavior or restrict their access to gambling platforms entirely. By including this information in all communications, regulators aim to promote safer gambling practices and increase awareness of available safeguards.

The emphasis on support and prevention reflects a public health perspective, positioning responsible gambling communications as a means of harm reduction rather than a compliance obligation.

Monitoring effectiveness and audience impact

AGCOM’s proposal goes beyond setting content requirements by encouraging the implementation of monitoring systems to assess the effectiveness of responsible gambling communications. Rather than focusing solely on visibility or reach, the regulator is advocating for a more comprehensive evaluation of how messages are understood and whether they influence behavior.

Stakeholders may be required to conduct research or analysis to determine whether their communications achieve the intended prevention outcomes. This could involve measuring audience comprehension, tracking changes in attitudes toward gambling or assessing the uptake of support services.

Such an approach aligns with modern regulatory practices, which increasingly emphasize evidence-based policymaking. By gathering data on the impact of responsible gambling messaging, authorities can refine their strategies and ensure that regulatory objectives are being met.

Broader regulatory context and influencer guidance

The proposed rules are part of a wider effort by AGCOM to strengthen oversight of gambling-related communications in Italy. In recent months, the regulator has also issued updated guidance for digital content creators and influencers, clarifying the application of advertising restrictions in online environments.

This guidance included frequently asked questions and supporting materials aimed at helping influencers understand their obligations under Italian law. It reiterated that any form of gambling promotion, whether direct or indirect, is strictly prohibited under the Dignity Decree.

By addressing both traditional media and digital platforms, AGCOM is seeking to create a consistent regulatory framework that reflects the evolving nature of communication channels. The inclusion of influencers highlights the regulator’s recognition of their growing role in shaping consumer behavior.

Industry implications and stakeholder response

The introduction of stricter rules for responsible gambling communications is likely to have significant implications for industry stakeholders. Operators will need to review their existing campaigns and ensure full compliance with the new requirements. This may involve redesigning messaging, adjusting branding elements and implementing additional compliance checks.

Advertising agencies and media companies will also play a critical role in ensuring that communications meet regulatory standards. Given the broad scope of the rules, collaboration across the industry will be essential to avoid potential violations.

While the objectives of the proposal are rooted in public health considerations, stakeholders may raise questions about practical implementation and the potential impact on communication strategies. The public consultation process provides an opportunity for these concerns to be addressed before the rules are finalized.

Public consultation and next steps

The ongoing consultation led by Dr. Davide Gallino represents a key المرحلة in the regulatory process. It allows stakeholders to provide input on the proposed guidelines and suggest modifications where necessary.

Following the consultation period, AGCOM is expected to review the feedback and finalize the rules. Once implemented, the new framework will further reinforce Italy’s position as one of the most tightly regulated gambling markets in Europe.

The timeline for implementation has not been formally confirmed, but industry participants are already preparing for potential changes. Early engagement with the consultation process is likely to be crucial for those seeking to influence the final outcome.

Conclusion

Italy’s proposed overhaul of responsible gambling communication rules reflects a deliberate and structured effort to eliminate any overlap between public health messaging and commercial promotion. By introducing clear standards on language, branding and content, AGCOM aims to ensure that prevention campaigns serve their intended purpose without creating indirect marketing opportunities.

The emphasis on transparency, risk awareness and access to support services highlights a broader commitment to protecting consumers and reducing gambling-related harm. At the same time, the inclusion of monitoring requirements signals a shift toward more data-driven regulation, where effectiveness is measured not just by compliance but by real-world impact.

For industry stakeholders, the proposed rules represent both a challenge and an opportunity. While compliance may require adjustments to existing practices, it also provides a framework for building more responsible and sustainable communication strategies.

As the consultation process unfolds, the final shape of the regulations will become clearer. What remains evident is that Italy is continuing to strengthen its regulatory approach, reinforcing the principle that responsible gambling communications must remain firmly rooted in prevention, clarity and public interest.

FAQs

What is the purpose of the new AGCOM rules on gambling communications?
The rules aim to ensure that all responsible gambling messages are strictly focused on prevention and do not include any promotional content.

Can gambling operators include their branding in responsible gambling campaigns?
Operators may include their logos only as a signature and not in a promotional or marketing context.

What kind of content is prohibited under the proposed rules?
Any references to betting odds, bonuses or other commercial incentives are prohibited in responsible gambling messages.

Do the rules apply only to gambling operators?
No, the rules apply to a wide range of stakeholders including advertisers, media companies and event organizers.

What must be included in every responsible gambling communication?
Each message must include clear risk warnings and information about support services and player protection tools.

What is the Dignity Decree?
It is an Italian law that bans most forms of gambling advertising across the country.

Will these rules affect influencers and online creators?
Yes, influencers are also subject to strict rules that prohibit any form of gambling promotion.

How will compliance with the rules be monitored?
AGCOM encourages monitoring systems to assess audience understanding and the effectiveness of messages.

What is the role of the public consultation?
The consultation allows stakeholders to provide feedback on the proposed rules before they are finalized.

When will the new rules come into effect?
The timeline has not been officially confirmed but implementation is expected after the consultation process concludes.