Italy has tightened requirements for advertising bonuses in licensed online gambling

Italy’s Customs and Monopolies Agency (ADM) has reminded licensed online gambling operators of the existing restrictions on informing users about bonuses, prizes, and promotions. The regulator emphasized that such messages must be purely informational and must not contain any elements that encourage participation in gambling.

The clarification was published following inquiries from operators and complaints from consumer organizations. According to ADM, companies are allowed to inform users about the availability of bonuses, the conditions for receiving them, and how they work. However, any wording with an advertising or promotional character remains prohibited.

The restrictions are based on the provisions of the so-called "Dignity Decree" (Decreto Dignità), which came into force in 2019. The document introduced a complete ban on gambling advertising in traditional and digital media, as well as on sponsorship of sporting events by gambling operators. Compliance with these rules is monitored by Italy’s communications regulator, AGCOM.

ADM also reminded operators that AGCOM’s decisions serve as the legal basis for applying restrictions on advertising materials. The agency itself does not have the authority to change or interpret the communications regulator’s decisions, therefore licensees must comply with both current and future AGCOM requirements.

The clarification was published against the backdrop of a reform of Italy’s remote gambling market. Since November 2025, a new licensing system for online operators has been in effect, under which 52 licenses have been issued.

Under the new rules, each licensee must operate through a single primary domain. According to ADM, this measure will allow more effective control over operators’ marketing activities and prevent the use of multiple sites under different brands. In addition, it will simplify oversight of compliance with gambling advertising legislation.