AGCOM opens consultation on advertising exemption for betting brands

Italy's media and communications regulator AGCOM is seeking urgent input from interested parties to clarify the conditions that betting-licensed brands must meet to fall outside the advertising ban. The authority aims to resolve inconsistencies in the Dignity Decree, issued under the Lega-5Star government in 2018. The decree imposed a blanket ban on betting advertising and sports sponsorships.

The draft open for consultation covers the seventh paragraph of the guidelines published in 2019. This paragraph implements Article 9 of the Decree and prohibits direct and indirect advertising of online betting platforms, their services and promotions. The decision was published on 22 October under number 234/26/CONS, and the 30-day consultation period will end on 21 November.

Under the draft, activities run under betting-licensed brands must operate independently, have their own dedicated resources, and rely on trademarks registered for non-betting services. Editorial portals are required to have an identifiable news desk, a responsible editor, and regular original content production. The exemption will not apply if there are elements such as links, banners, redirects or promo codes that make it easier to access the betting platform. Separate services must have a different visual identity, and the shared name must give non-betting activity at least equal visibility.

Sports sponsorships, stadium advertising and paid digital campaigns will be subject to closer scrutiny. Even if all conditions are met, AGCOM may still reject the exemption if the general message, context or audience creates an advertising link to betting.