TLDR Italy’s communications regulator Agcom approved new guidelines for responsible gambling advertisements and opened a one-month public consultation The draft rules may ban professional footballers from appearing in responsible gambling campaigns New requirements could set strict standards for font size, legibility, and the ratio of branding to safety messaging in ads The consultation is part of a broader regulatory overhaul of Italy’s gambling market across digital and physical platforms Licensed operators must already fund responsible gambling initiatives annually under Legislative Decree No. 41
Italy’s communications regulator Agcom has approved a new set of proposed guidelines for responsible gambling advertisements. The agency opened a one-month public consultation this week to gather feedback from licensed operators and industry stakeholders.
The proposed framework sets out how gambling companies must present responsible gambling messages to the public. Agcom wants to create clear boundaries around these communications to avoid confusion among consumers.
One of the more specific proposals in the draft could restrict professional footballers from appearing in responsible gambling campaigns. Regulators are looking to separate gambling-related content from well-known sports figures.
The move is aimed at protecting younger viewers who may associate their favorite athletes with gambling brands. By limiting the involvement of public figures, Agcom hopes to reduce the appeal of gambling content to minors.
New Technical Standards for Gambling Ads
The draft guidelines also include detailed technical requirements for how responsible gambling notices appear in advertisements. These cover font size, legibility, and visual balance between branding and safety messaging.
Operators would need to make sure that player protection warnings are not overshadowed by their own logos and marketing material. The regulator wants to monitor the ratio of branding to social responsibility content in each ad.
These rules are designed to keep player protection at the center of every gambling-related