Italy sets final call for gambling info.site consultation

AGCOM, Italy’s Media and Communications Agency, requires urgent feedback from relevant stakeholders on its consultation on proposed changes to bring transparency to gambling advertising laws and guidelines. The Agency is consulting on “cumulative conditions under which activities using brands linked to gambling licenses could fall outside Italy’s advertising ban.” A previously communicated, AGCOM is aware of discrepancies in current rules set by the Dignity Decree of 2018. The federal law sanctioned by the short-lived Lega-5Star government which imposed an outright ban on gambling advertising and sports sponsorships The consultation concerns paragraph seven of the guidelines adopted in 2019 to implement Article 9 of the Decree, which prohibits direct and indirect advertising of online gambling platforms, services and promotions. Resolution 234/26/CONS was published on 22 October, opening a 30-day period for submissions closing on 21 November Clear rules on Infotainment The proposals seek to clarify the requirements for operators promoting separate editorial, sports and entertainment services through brands associated with their gambling businesses. At the centre of the review is the use of gambling-related brands accompanied by extensions such as “.live”, “.sport” and “.news”. AGCOM is examining circumstances in which these identities can promote gambling indirectly or provide a means of circumventing the advertising prohibition. The proposed framework would retain scope for promoting genuinely autonomous activities. However, businesses need to satisfy all relevant conditions and demonstrate that their communications do not create an indirect advertising link with a gambling offer. Under the draft, activities using gambling-linked brands would need independent operations, dedicated resources and trademarks registered for non-gambling services. Editorial portals would require an identifiable newsroom, a responsible director, regular original content and registration where legally required. Links, banners, redirects and promotional codes facilitating access to the operator’s gambling platforms would prevent an exemption. Separate services would also need distinct visual identities, with any shared name giving at least equal prominence to the non-gambling activity. Sports sponsorships, stadium advertising and paid digital campaigns would face heightened scrutiny. Even where individual conditions are met, AGCOM could reject an exemption if the overall message, context or audience creates an advertising connection with gambling. Stakeholders must submit feedback to agcom@cert.agcom.it, referencing resolution 234/26/CONS. Hearing requests must arrive at least 10 days before the consultation deadline. AGCOM has written to all Italian professional football leagues and clubs stating that the laws and guidelines of the Dignity Decree must be maintained for season 2026/2027, regardless of ongoing deliberations in Parliament to repeal the unpopular mandate.