AGCOM official Davide Gallino said the authority had completed hearings and was working on updated gambling advertising guidance. He also said illegal gambling promotion circulates alongside legal advertising and described Polymarket as resembling a sports betting site.
Operators may need to account for revised AGCOM guidance on gambling advertising once it is issued.
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A study of World Cup 2026 broadcasts counted 9,360 prediction-market logos and 6,429 betting-operator logos in match footage, reportedly including brands shown together. The report says the international FIFA feed carried the same advertising to viewers in Italy, where the 2019 gambling-advertising ban applies, and questions whether broadcasters could face liability under existing AGCOM guidance.
Italy’s AGCOM published guidance on 29 July 2026 addressing communication campaigns against gambling disorders, according to a legal-studio statement reported in the report. The statement says the guidance criticises the spread of tipster social-media accounts promoting bookmakers, including unauthorised operators, and argues that restrictions on recharge points have reduced operators’ promotional options.
It was reported that Democratic Party representative Vaccari welcomed AGCOM’s additional guidance on communications about gambling disorders. He called on Giorgetti to act on gambling advertising.
AGCOM’s council approved a guidance document on responsible gambling advertising, according to the report. Operators are expected to be able to take part in a 30-day consultation starting the following week; the document was due to be made public in midweek. The guidance could take effect before summer, while reported details about proposed restrictions remain unconfirmed.
AGCOM official Davide Gallino said the authority had not authorised Polymarket in Italy and that the site can be accessed there, but users cannot complete bets. He said AGCOM and other institutions were examining the regulatory issues raised by prediction markets, and argued that active athletes should not advertise gambling.