Italy’s communications regulator is moving to clarify how licensed gambling operators can communicate with customers under the country’s strict advertising restrictions. The initiative comes as authorities seek to determine where legitimate customer information ends and prohibited promotional activity begins.
AGCOM, Italy’s Communications Guarantees Authority, is preparing a formal consultation that will examine communication practices used by betting and gambling operators. The process follows a public consultation that attracted more than 20 submissions from industry stakeholders and interested parties.
The regulator’s review focuses on a growing challenge within Italy’s regulated gambling market. Since the introduction of stringent advertising restrictions several years ago, operators have continued to interact with customers through digital channels, creating questions about which forms of communication remain compliant with existing legislation.
AGCOM Seeks Clearer Definitions for Operator Communications
At the center of the upcoming consultation is the distinction between informational messages and promotional content. AGCOM aims to provide greater clarity on how licensed operators can communicate with both existing and prospective customers without violating Italy’s gambling advertising rules.
Several common industry practices are expected to receive particular attention during the review. These include notifications relating to odds changes, bonus offers, loyalty schemes, influencer partnerships and affiliate marketing activities.
Stakeholders participating in the earlier consultation requested more detailed guidance on whether such activities fit within the current regulatory framework. Operators have argued that they require the ability to communicate important information regarding products, account activity, service updates and consumer protection measures.
Regulators, however, remain concerned that some communications presented as informational could function as marketing campaigns. AGCOM’s objective is to ensure that promotional material is not disguised as customer information in ways that conflict with Italian law.
The regulator is also increasing its scrutiny of advertising, marketing and promotional messages connected to gambling activities. The forthcoming consultation is expected to establish practical criteria that can help businesses determine which communications are acceptable and which may expose them to compliance risks.
Ongoing Impact of the Dignity Decree
The discussion stems from Italy’s Dignity Decree, which took effect in 2019 and introduced one of Europe’s most restrictive approaches to gambling advertising.
The legislation imposed a near-complete ban on gambling-related advertising and promotion. Sponsorship agreements involving sports organizations were affected, while television and radio advertisements, digital campaigns, social media promotions, affiliate arrangements and other marketing activities also fell within the scope of the restrictions.
Although the legal framework remains unchanged, developments in digital communication have created situations that were not explicitly addressed when the rules were introduced. As technology and online marketing methods have evolved, regulators and industry participants have increasingly debated how existing provisions should apply in practice.
The current review does not give AGCOM authority to amend the Dignity Decree itself. Any changes to the legislation would require action beyond the regulator’s consultation process. Nevertheless, the guidance eventually published by AGCOM could significantly influence how operators structure communications with customers and how compliance is assessed.
The issue also continues to attract attention from sports organizations, many of which have raised concerns about the financial consequences of restrictions on gambling sponsorship agreements.
New Licensing Framework Brings Additional Focus
The consultation arrives during a period of broader change within Italy’s regulated gambling sector. The country recently introduced a new licensing framework for online gambling operators, increasing attention on compliance standards across the market.
As businesses adapt to the updated licensing environment, regulators are placing greater emphasis on how operators present products and services to consumers. AGCOM’s consultation is expected to gather additional feedback from stakeholders before the publication of more detailed guidance.
Industry representatives are likely to seek practical examples illustrating which forms of communication can be used without breaching the rules. At the same time, AGCOM intends to ensure that any clarification does not create opportunities for indirect gambling advertising to re-emerge through alternative channels.
The regulator’s challenge is to strike a balance between allowing licensed operators to provide necessary information and preserving the objectives of legislation designed to limit gambling promotion. The final guidance is expected to serve as an important reference point for operators, affiliates and digital influencers active in Italy’s regulated market.
Source:
AGCOM expands supervision over marketing and betting affiliate programs in Italy, igamingbrazil.com, June 1, 2026
