Antonio Giuliani, ADM’s director of online betting, said at IGE 2026 that responsible-gambling messaging in Italy needs reconsideration. He said the sector lacks clear boundaries for such communication, questioned the value of 30-second adverts and called for targeted initiatives, including for school-age groups.
Operators face calls to broaden responsible-gambling messaging beyond short adverts shown during football matches.
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Italy’s AGCOM published supplementary guidance on communication campaigns about gambling-related harm after a public consultation. The authority said the 16-section document clarifies how existing rules apply and creates no new obligations; it sets out criteria for campaign messages, including the use of player-protection tools and the exclusion of prompts to gamble.
It was reported that Agcom approved responsible gambling communication guidelines on 29 July. The authority planned operating instructions for concession holders’ information campaigns after consulting operators.
Italy’s AGCOM is consulting on an addition to guidelines for campaigns to prevent and address gambling addiction, and Avviso Pubblico vice-president Andrea Bosi is due to speak at a hearing. The consultation concerns resolution 85/26/CONS and the application of the 2018 advertising ban; its outcome may inform the rules for gambling-related communications.
Marina Lanfranconi, a Fondazione FAIR scientific committee vice-coordinator, said Italy’s gambling advertising ban remains in force, while gaming rules allow informational communication on responsible gambling. She said concessionaires must allocate 0.2% of net revenue to specified social-interest communication, and AGCOM’s final guidelines have not yet been published.
Davide Gallino of AGCOM said at IGE 2026 that the authority had proposed changes to its 2019 guidance on responsible-gambling communications and opened an act of guidance to consultation. He said hearings with operators are planned and the consultation runs until 7 May; the proposal addresses testimonials only briefly, and AGCOM is seeking industry input.