ADM’s Lollobrigida urges concessionaires to coordinate responsible gambling campaigns

Mario Lollobrigida, a director in ADM's games directorate, called for greater coordination among concessionaires on responsible gambling campaigns at the 2026 forum of the Fondazione FAIR, according to a report of his remarks. He said the growth of online gambling had opened new opportunities but also new areas of intervention on player protection and operator responsibility.

Lollobrigida said delegated law 111 of 2023 had placed player protection at the centre of the sector's reform, strengthening attention on legal and responsible gambling. He said the next step was to move from principles to concrete measures so that protection does not remain a formal requirement.

On communication, he said the competent government commission had recently finished its work and prepared a programme document for 2026, already sent to concessionaires so they can begin planning information campaigns. ADM intends to promote more coordination between concessionaires' initiatives, moving away from each operator acting on its own and favouring joint campaigns and forms of collaboration, including with the third sector, where possible. The aim, he said, is coherent and effective messages that reach players.

A second area concerns protection tools to be integrated into online gambling platforms. Lollobrigida said the competent offices have begun work on guidelines for concessionaires setting out the measures ADM expects to be adopted, and that ADM intends shortly to start a discussion with operators to examine and improve the indications so they are practically applicable. He said attention should focus in particular on player self-limitation, control of spending levels and the other protection tools provided under concession obligations.

Lollobrigida said responsible gambling cannot be reduced to a purely technical question tied to concessionaires' IT systems, nor to a simple regulatory requirement, and must become a principle that guides the whole sector. He said putting the consumer and the player at the centre, with safety and health protection guaranteed, is a necessary condition for sustainable development of legal gambling.