Italy tightens rules for entertainment brands linked to betting

Italy's communications regulator AGCOM has opened a 30-day consultation to tighten rules for information and entertainment brands linked to betting operators. The regulator is revisiting the exemptions in its 2019 guidance through decision 234/26/CONS, published on 22 October. AGCOM states that identities ending in extensions such as .live, .sport or .news, and linked to operators, may act as indirect advertising rather than independent services.

Under the draft, services would be considered independent only if they operate continuously with their own organisation, resources and production processes. Services must have an identifiable news desk, a responsible editor, original content and regular updates. A site that declares it is no longer being updated would not qualify for the exemption.

These services may not contain links, redirects, banners or promotional codes that give access to, or facilitate access to, the operator's betting offers. Shared login details, registration systems and unified player accounts would also be prohibited. The editorial brand must avoid using the betting brand's letter structure, colour palette and slogans.

Communications must clearly state the non-betting product or service being promoted. Odds, tips, winnings, bonuses and betting slips may not appear. AGCOM will also not allow licence numbers, the ADM logo or mandatory betting risk warnings, as it treats these elements as indicators of a link to betting services.

Sponsorships, billboards, LED screens and other communication tools in sports venues will face closer scrutiny. Search advertising using betting-related keywords, and advertisements on betting comparison or review sites, will be assessed with the same rigour. Comments can be submitted within 30 days of publication, and changes to the draft text may be proposed.