Italians rate responsible gambling communication as important but inadequate

Eight in 10 Italians regard responsible gambling communication as essential, while six in 10 consider it inadequate, according to the Osservatorio sulla comunicazione nel gioco, a study by Fondazione FAIR with Ipsos Doxa presented in Rome on 14 October 2026 at the FAIR Forum. The event brought together institutions, sector authorities, academics and companies to discuss responsible gambling communication.

More than eight in 10 respondents named addiction prevention, protection of minors and young people, and tackling illegal gambling as the sector's priorities, but 59% judged current efforts to prevent and counter gambling disorders to be inadequate. The research was presented at the Forum by Ilaria Ugenti, Reputation Leader at Ipsos Doxa.

On the effectiveness of tools, more than a third of the population ranked spending and time limits per session first, followed by self-exclusion and play breaks. Monitoring and early identification of at-risk behaviour, and psychological support for at-risk players and their families, were also rated as important.

The study describes a public that views the sector with some reservations, particularly regarding digital channels, which are often associated with greater accessibility, entry into gambling at a younger age and a higher risk of addiction. That perception is partly offset by a belief that the industry is now more engaged against illegality and in favour of responsible gambling.

Familiarity with the topic remains low: 41% of Italians said they really know what responsible gambling is, against 44% who said they know it only in broad terms and 15% who do not know it at all. The share who know little or nothing rises to 56% in relation to Decreto legislativo n. 41 of 2024 on the reorganisation of the online gambling sector, which introduced an obligation for companies to implement player protection measures.

Respondents said communication must be clear, concrete and addressed to the whole population, not only to players, highlighting real risks and indicating easily accessible actions and tools such as spending and time limits, play breaks and self-exclusion, so that action can be taken before a behaviour becomes problematic.

For Fondazione FAIR, the findings indicate that rethinking gambling communication means explaining risks better, making protection tools known and reaching people before problematic behaviour emerges. Stefano De Vita, Direttore Generale of Fondazione FAIR, said in closing the Forum that the day confirmed the central role of communication in responsible gambling, and that prevention means first knowing people's behaviour and turning information into real awareness, with concrete tools and messages consistent with what companies actually do. He said a culture of prevention must reach families, schools and digital settings, and that courage is also needed to talk to those who disagree and, when necessary, to give up a revenue opportunity if it conflicts with protecting a person.

Representatives of the Agenzia delle Dogane e dei Monopoli, AGCOM and the Istituto dell'Autodisciplina Pubblicitaria took part, alongside the leadership of Fondazione FAIR.