Italy: New tax and advertising reforms in the gambling sector

Italian President Sergio Mattarella has ratified the 2025 budget law, marking a decisive turning point for the gambling industry. Between license extensions, tax adjustments and revision of the advertising ban, Italy intends to reorganize this lucrative sector while strengthening its position on the European market. While these measures promise economic opportunities, they also raise concerns among local operators. Here is everything you need to know about these major changes.

An additional year for online licenses

The Ministry of Finance has confirmed an extension of online gaming licenses for a period of one year. This measure allows current operators to operate under existing conditions before a new licensing system is implemented in 2025.

Under the new licensing system, an entry fee of €7 million will have to be paid, in two instalments, as well as an annual operating fee of 3% of gross gaming revenue (GGR).

The new rules aim to streamline market access by limiting each operator to a single application and website per product type. This measure should increase transparency and simplify the monitoring of activities.

Extended concessions for physical establishments

On the physical establishment side, the concessions for sports betting, horse racing, bingo and slot machines have been extended by two years. This decision gives the government time to review and modernize the regulations related to these games.

However, this extension is accompanied by tax increases:

• The tax rate for online sports and virtual betting increases to 24.5%. 
• Taxes on online casinos, bingo and poker are increasing to 25.5%.
• For retail sports betting, the rate is also being raised to 20.5%, while horse racing is seeing its tax rate reduced to 20.5%.

Gambling advertising ban revised

Adopted in 2018 as part of the Dignity Decree, the strict ban on gambling advertising has been widely criticized. In 2025, Italy plans to revise this policy to bring it in line with European standards and maximize economic benefits.

Roberto Alesse, head of the Customs and Monopolies Authority (ADM), called the ban hypocritical and said it was time for a change.

“The liberal state must be consistent. Regulated advertising can stimulate the economy while ensuring effective protection for players.”

The reform could benefit Serie A football clubs, who are lamenting the financial losses caused by the ban. It would also provide new revenue streams for the media.

In parallel, the ADM is working with Minister Maurizio Leo to put in place federal legislation to eradicate illegal gambling. The decree providing for a register of physical recharge points for online accounts is currently suspended by the administrative court, with a final decision expected on February 12.

Small businesses concerned

Despite criticism, Italy’s planned changes are attracting interest from international players. Flutter Entertainment, parent company of Gruppo SNAI, and Betsson AB have already expressed their ambition to increase their market share in the country. Evoke Plc, owner of the 888 brand, reported a 30% increase in revenue in Italy.

However, local small businesses are concerned about the impact of high licensing fees. According to Moreno Marasco, president of Logico, the risk is to weaken a sector that is already fighting against illegal gambling.

What is the Customs and Monopolies Authority or ADM?

The Customs and Monopolies Authority (ADM) is the Italian body responsible for regulating gambling, collecting related taxes and combating illegal activities. Created to ensure transparent management and guarantee the integrity of the gambling sector, the ADM works closely with national and international bodies, developing monitoring tools and awareness campaigns.

It is the Italian equivalent of the Belgian Gaming Commission. Both institutions do similar work and play a key role in regulating a rapidly evolving sector.