Italy’s communications regulator, AGCOM, has launched a public consultation on proposed changes to gambling advertising rules, specifically targeting sports news and infotainment websites associated with licensed betting operators. The 30-day consultation examines amendments to guidelines governing the country’s 2018 Dignity Decree, which established sweeping restrictions on gambling advertising and sports sponsorships.
Under the proposed framework, websites operating under names associated with gambling companies will face rigorous requirements to demonstrate genuine editorial independence, accompanied by strict prohibitions on branding, promotional content, and direct links to betting platforms. The review carries significant implications for Italian football clubs and gaming operators that have maintained commercial partnerships through affiliated sports media brands.
AGCOM targets indirect promotional channels
The Dignity Decree, introduced in 2018 under the Lega-Five Star Movement coalition government, prohibited gambling advertising across media and sports. However, AGCOM‘s implementing guidelines included an exemption for independent businesses operating in separate sectors, even when those entities shared a name with a gambling operator. This loophole allowed betting companies to maintain visibility in Italian football through associated sports news portals and infotainment services.
AGCOM is now seeking to establish a clear legal distinction between legitimate editorial activity and indirect gambling promotion, responding to concerns that certain services function primarily as marketing channels. Under the proposed criteria, compliant websites must feature an identifiable editorial team, a designated responsible editor, original content, evidence of regular publication, and mandatory registration with Italy’s Register of Communication Operators (ROC) where applicable.
Restrictions on branding, links, and commercial messaging
The proposed regulatory updates introduce strict separation rules between betting operators and affiliated media platforms. Infotainment services will be prohibited from directing users toward gambling products via hyperlinks, redirects, promotional codes, or shared user accounts. Furthermore, websites cannot replicate the visual branding of associated gaming operators, and shared names must be balanced with wording of equal prominence identifying the separate editorial activity.
Communications promoting these independent services cannot display betting odds, bonuses, jackpots, or gambling interfaces. AGCOM has also proposed excluding gambling licence numbers, Customs and Monopolies Agency (ADM) logos, and gambling risk warnings from such advertising to prevent implying a direct connection to betting services. These restrictions extend to pitchside LED displays and sports sponsorships where infotainment branding could otherwise circumvent existing bans, alongside heightened scrutiny on paid search advertising and review site placements.
Wider legislative reform discussions
The consultation coincides with broader evaluations by Prime Minister Giorgia Meloni’s government regarding Italy’s overarching gambling framework. Sports Minister Andrea Abodi has led discussions on potential replacements for the Dignity Decree, exploring structured revenue levies on football betting to support professional and amateur clubs, youth development, and sporting infrastructure in agreement with the Italian Football Federation (FIGC), Serie A, and CONI.
Until any legislative repeal takes effect, operators remain bound by existing restrictions, with the ADM reinforcing compliance obligations regarding bonuses and promotional rewards. Stakeholders have 30 days to submit written observations or request hearings, after which AGCOM will evaluate feedback before finalizing the revised guidelines.
