Italy Releases Basic Principles for Gambling Ads

The AGCOM, the telecom regulatory body in Italy released the basic principles of the new rules and regulations on gambling advertising in the country. Compared to what was initially promised in the Dignity decree of the government, the restrictions are only slightly less punitive.

The new regulations formalized the government’s plan to ban operators from directly promoting their services on almost every broadcast medium and platform. This includes promotion by the use of text messages, online banner ads, a moratorium on sponsorship of sports teams as well as events.

Moreover, the new rule also bans promotion through stealth campaigns including distribution of branded products, using media advertorials, hiring social media influencers to advocate gabling operators, etc.

On the bright side, the government does allow operators to use indexing services so that they can increase their search engine result rankings. There is also no restriction on gambling operators promoting social and charitable causes and initiatives. However, in such cases, they are not allowed to show their logo or include any prompts to gamble. Additionally, if operators advertise the potential negative social repercussions of their services and products, then they be given free rein.

The new rules allow the use of operators’ brand names by third-party affiliates, but only in limited capacities. For instance, operators’ brand names can be used when odds on specific events are compared, or odds of winning contests are detailed. The goal is to enable consumers to make informed choices.

AGCOM also announced that operators would be allowed to use retail betting shop signage again if they only display brands and not induce consumers to gamble. If the regulatory body finds any operator defying these new laws, they will have to pay fines of up to 20 percent of the advertising or sponsorship contract value, with a maximum fine of €50k per incident.

Italy’s gambling operators grow more cautious

Gambling operators in Italy have reacted cautiously to the new guidelines from AGCOM. According to Stefano Sbordoni, the guidelines are a “work in progress,” which suggests that some of the rules and regulations which have been laid out still need some clarifications before July 14, the date from which the new rules will be effective.

While some operators have praised AGCOM for allowing them to catch a break especially in the SEO aspect, some operators have announced that the government will reconsider its more restrictive rules.