Italy tightens gambling regulations 

The Italian Communications Authority is stepping up its monitoring of responsible gambling campaigns, paying particular attention to celebrities, social media tipsters and advertising formats that are too short to convey a genuine prevention message. 

Prevention must no longer be used as a showcase for brands 

The Italian Communications Authority has issued a warning to the 46 licensed operators in the Italian online gambling sector: campaigns presented as prevention initiatives will now be scrutinised more closely. 

Communication intended to raise awareness of the risks associated with gambling must not become a roundabout way of promoting a brand. The operator’s commercial identity must therefore remain secondary to the prevention message. 

This distinction is particularly important in Italy, where gambling-related advertising and sponsorship remain subject to the restrictions introduced by the 2018 ‘Dignity’ Decree. Communications relating to responsible gambling are among the few messages linked to the sector that are still permitted. 

Celebrities under scrutiny 

The use of well-known personalities is one of the main areas of concern. According to the regulator, linking a celebrity or a highly recognisable testimonial to a prevention campaign risks blurring the line between responsibility and promotion. 

“Operators should avoid using celebrities or testimonials already associated with their brand.” 

The problem is not merely the presence of a public figure in a campaign. It relates above all to celebrities who already have a connection with the operator’s commercial image. In such cases, a message presented as a prevention campaign may also immediately remind the public of the brand. The aim of raising awareness then risks taking a back seat. 

For the regulator, this association may also contribute to the normalisation of online gambling. A familiar public figure may make the message more accessible, but their fame may simultaneously increase the operator’s visibility. 

Why short-form adverts are problematic 

The Italian authorities’ scrutiny is not limited to the choice of brand ambassadors. The format used to convey the message is also among the criteria under review. 

The regulator is particularly critical of billboards, very short videos and graphic elements appearing on television. In its view, these media do not provide sufficient time or space to convey a genuinely useful message on risk prevention. 

A prevention campaign should not simply display a slogan relating to responsibility. It must have the necessary conditions in place to communicate content that genuinely raises awareness. This approach is directly linked to the aim of preventing operators from using a very brief message on responsible gambling to gain significant brand exposure at the same time. 

Nine risk indicators to better regulate campaigns 

The tightening of controls is also based on the nine risk indicators developed within the framework of the European Committee for Standardisation. This framework aims to facilitate the identification of potentially problematic gambling behaviour even before the campaigns are rolled out. 

The Italian framework seeks to prevent a paradoxical situation in which a campaign intended to reduce risks could, through its format or its ambassadors, contribute to making gambling more familiar and attractive. 

Social media tipsters in the spotlight 

The Italian authorities wish to scrutinise more closely the activities of tipsters who claim to be able to offer winning strategies or systems for predicting results. 

These accounts are not necessarily directly linked to licensed operators, but their influence poses a specific problem: they may promote an approach to betting based on the promise or suggestion that a particular method can increase the chances of winning. 

The regulator therefore wants digital platforms to step up their checks on adverts associated with illegal or unauthorised gambling operators. 

The ‘Dignity’ Decree continues to set the limits 

The ‘Dignity’ Decree continues to prohibit the advertising and sponsorship of gambling in the Italian media and sport. Campaigns dedicated to responsible gambling constitute one of the exceptions that still allow the dissemination of certain communications related to this activity. If these campaigns become a means of putting the brand back at the centre of the message, they risk circumventing the spirit of the advertising restrictions currently in force. 

Operators must therefore work within a limited scope for communication. They can raise public awareness, but this opportunity must not become a commercial promotion strategy based on the theme of responsibility. 

At this stage, Giorgia Meloni’s government has not yet confirmed whether the ban will be lifted or amended. The 2018 decree therefore continues to shape Italian policy on gambling advertising.