Italy revises gambling advertising ban, introduces new licensing system
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23 Dec 2024 •
Reading time: 2 minutes Italy’s Customs and Monopoly Authority (ADM) has announced that it will review its controversial ban on gambling advertising in 2025. The ban was introduced in 2018 under the so-called Dignity Decree and has since been widely criticised. According to Roberto Alesse, director of the ADM, the ban does not fit in with the principles of a liberal state.
In an interview with La Verità, Alesse called the current policy “hypocritical” and said it was time for change. The plan is to bring the gambling industry more in line with European standards and reap the economic benefits of regulated gambling advertising.
The changes will also benefit Serie A football clubs, gambling companies and media companies, which have previously complained about the negative impact of the ban.
New online gambling licences
In addition to the reform of advertising restrictions, Italy is introducing a new licensing system for online gambling. Operators can obtain a nine-year licence for €7 million. In addition, they will pay an annual fee of 3% of their gross gambling revenue, on top of the usual taxes.
Key rules within the new system limit operators to one app and website per product type. Skin websites, which specifically promote branded products, will be banned. The Ministry of Finance justifies the higher licensing fees by pointing to the growth of the market and the dominance of large international players.
The ADM expects around 50 license applications, which is expected to generate €350 million from the initial licensing fee. In addition, €100 million per year is expected from operational fees.
Fight against illegal gambling
In addition to these reforms, the ADM is working on federal legislation to combat illegal gambling. This plan is being prepared in collaboration with Minister Maurizio Leo and the State-Region Conference. Alesse said he hopes that these measures will give Italy a leading position in the European gambling sector, both in terms of regulation and tax revenue.
However, tax revenues from gambling have so far lagged behind, which puts additional pressure on the proposed reforms.
Challenges for physical top-up points
At the same time, the ADM is facing legal obstacles surrounding a decree that requires a register for physical top-up points of online gaming accounts. Operators have challenged the decree, and the Regional Administrative Court of Lazio has provisionally suspended the rules. The final ruling will be made on February 12.