TLDR
- Italy’s communications regulator Agcom approved new guidelines for responsible gambling advertisements and opened a one-month public consultation
- The draft rules may ban professional footballers from appearing in responsible gambling campaigns
- New requirements could set strict standards for font size, legibility, and the ratio of branding to safety messaging in ads
- The consultation is part of a broader regulatory overhaul of Italy’s gambling market across digital and physical platforms
- Licensed operators must already fund responsible gambling initiatives annually under Legislative Decree No. 41
Italy’s communications regulator Agcom has approved a new set of proposed guidelines for responsible gambling advertisements. The agency opened a one-month public consultation this week to gather feedback from licensed operators and industry stakeholders.
The proposed framework sets out how gambling companies must present responsible gambling messages to the public. Agcom wants to create clear boundaries around these communications to avoid confusion among consumers.
One of the more specific proposals in the draft could restrict professional footballers from appearing in responsible gambling campaigns. Regulators are looking to separate gambling-related content from well-known sports figures.
The move is aimed at protecting younger viewers who may associate their favorite athletes with gambling brands. By limiting the involvement of public figures, Agcom hopes to reduce the appeal of gambling content to minors.
New Technical Standards for Gambling Ads
The draft guidelines also include detailed technical requirements for how responsible gambling notices appear in advertisements. These cover font size, legibility, and visual balance between branding and safety messaging.
Operators would need to make sure that player protection warnings are not overshadowed by their own logos and marketing material. The regulator wants to monitor the ratio of branding to social responsibility content in each ad.
These rules are designed to keep player protection at the center of every gambling-related communication. Companies will need to adjust their creative processes to meet the new standards once they are finalized.
According to the current timeline, the framework is expected to come into force before summer 2026. That gives operators a short window to prepare once the consultation wraps up.
Stakeholders are being urged to review the draft text carefully and submit their comments during the consultation period. This is their chance to flag practical concerns before the rules become law.
Part of a Broader Gambling Market Overhaul
The Agcom consultation is just one piece of a wider regulatory reset in Italy. The country is revising multiple areas of its gambling regime to modernize both digital and physical platforms.
The Customs and Monopolies Agency, known as ADM, is separately reviewing a proposal to restructure the retail gambling network. ADM has also launched discussions on technical standards for live gaming.
Agcom has stepped up its oversight of online marketing over the past year. The regulator recently updated guidance for social media influencers and published new documents on commercial communications.
Under current Italian law, gambling promotion remains strictly prohibited. However, enforcement is handled on a case-by-case basis, and operators must ensure their responsible gambling efforts do not cross the line into covert advertising.
Legislative Decree No. 41 already requires licensed operators to allocate a portion of their annual budget to responsible gambling initiatives. The new Agcom framework adds specific technical rules to those existing legal obligations.
For operators active in Italy, the next 30 days are a critical planning window. Engaging with the consultation will help clarify how the final rules apply across media channels and sports partnerships.
