Italy tightens rules for betting information websites

Italy's communications regulator AGCOM has launched a 30-day consultation on stricter requirements for "information websites" linked to online betting operators. The consultation covers changes to the implementing guidelines of the 2018 Dignity Decree, which bans betting advertising and sponsorships in Italian media and sport.

The decree left a gap that allowed the promotion of ventures bearing the same name as a betting company but operating genuinely independently, on certain conditions. Some Italian clubs also maintained commercial partnerships through these linked sports news and information brands. AGCOM now wants to tighten these conditions, as concerns grow that some sites have become promotional tools for betting operators.

Under the draft, editorial services seeking an exemption would need an identifiable editorial team, a responsible editor, original content, and regular, verifiable updates. Where applicable, registration in the Register of Communication Operators will be mandatory. The rules also aim to separate these services more clearly from betting products. Links, redirects, promotional codes and shared accounts would be prohibited.

Limits will also apply to brand use. Sites will not be allowed to copy the visual identity of the betting brand, and distinctive wording indicating the separate activity must appear with at least equal prominence to the shared name. Odds, bonuses, jackpots or betting interfaces may not be shown in communications. Licence numbers, the logo of the Customs and Monopolies Agency (ADM) and betting risk warnings would also be excluded, as they signal a link to the betting service.

Sports sponsorships, pitch-side advertising and LED screens will be subject to special scrutiny due to the risk of indirect betting promotion. AGCOM will apply a similar approach to paid search placements triggered by betting-related keywords, and to advertising on betting comparison or review sites. During the consultation, interested parties may submit their views by certified email and request a hearing with the regulator.

If the proposals are adopted, operators and media partners will bear greater responsibility for demonstrating that information services operate as independent editorial businesses.