Italy Examines Gambling Advertising and Affiliate Marketing

Italy’s communications authority, AGCOM, is moving to clarify how licensed gambling operators may communicate with customers under the country’s strict advertising restrictions. The initiative aims to determine where legitimate informational messages end and promotional content, including communications through affiliates, begins.

The authority is preparing a formal consultation to examine messaging practices across the sector. The process follows a public consultation that received over 20 submissions from industry participants and other stakeholders. AGCOM’s review is intended to address challenges arising from digital communication channels, which have created questions about compliance with existing legislation.

Distinguishing Information from Promotion

A central focus of the consultation is drawing a clear line between messages that are informational and those that constitute advertising. The review will cover common industry practices such as notifications about odds changes, bonus offers, loyalty programs, influencer partnerships, and affiliate marketing activities. Stakeholders have requested more detailed guidance on whether these activities comply with current regulations.

Operators emphasize the need to provide customers with important updates regarding products, account activity, service improvements, and consumer protection measures. Regulators, however, are concerned that some messages presented as informational may function as indirect marketing campaigns. AGCOM intends to ensure that promotional content, including messages sent via affiliates, does not contravene Italian law.

Impact of the Dignity Decree

This review stems from Italy’s Dignity Decree, effective since 2019, which introduced one of Europe’s strictest approaches to gambling advertising. The legislation imposed broad bans on gambling-related promotions, covering sponsorships with sports organizations, television and radio advertisements, digital campaigns, social media promotions, and affiliate marketing arrangements.

While the legislation itself remains unchanged, evolving digital channels have created scenarios not explicitly addressed by the rules. As a result, regulators and operators are seeking clarification on how to apply the provisions in practice. AGCOM’s consultation will not alter the Dignity Decree but may provide guidance that shapes how operators structure customer communications and assess compliance.

New Licensing Environment and Ongoing Oversight

The consultation coincides with Italy’s introduction of a new licensing framework for online gambling operators. AGCOM is placing increased focus on the way operators present products and services to consumers, ensuring clarity around digital communications, including messages sent through affiliate networks.

The regulator aims to gather practical examples from stakeholders to illustrate acceptable communication practices while preventing indirect advertising from circumventing legal restrictions. Final guidance from AGCOM is expected to serve as a key reference for operators, affiliates, and digital influencers active in Italy’s regulated gambling market.

Source:

Italy Examines Boundaries of Gambling Marketing Rules, casinonewsdaily.com, June 3, 2026