The Italy gambling advertising ban prohibits gambling advertising and sports sponsorship across all media. In 2026 the Customs and Monopolies Agency (ADM) drew a firmer line around how licensed operators may present bonuses. Operators can describe a bonus and explain how it works, but any message that encourages play crosses into advertising and stays prohibited. This guide sets out what the ban covers, how the new ADM bonus rules split informational from promotional communication, and who regulates what between ADM and AGCOM. It also covers affiliate liability and the full cost of entering the licensed Italian market.
Key takeaways
- Advertising regulator: AGCOM (Autorità per le Garanzie nelle Comunicazioni); licensing regulator: ADM (Agenzia delle Dogane e dei Monopoli)
- The ban has applied since 2019 under the Dignity Decree (Law 96/2018)
- Concession fee: 7 million EUR per concession, plus a 3% annual fee on net gaming margin
- Scope: the ban restricts advertising and sports sponsorship; factual bonus information stays permitted
What the Italy gambling advertising ban covers
The Italy gambling advertising ban is set by the Dignity Decree, formally Law 96/2018, and it has applied to gambling since 2019. The decree bans gambling advertising across television, radio, print, and digital media. It also bans gambling sponsorship across all sports, including shirt deals, stadium boards, and event naming rights.
The ban applies to every operator that markets to players in Italy, whether the brand is Italian or based abroad. So a licensed operator running a legal concession still cannot use the marketing tools available in most other regulated markets. In practice, the restriction shapes how brands communicate at every stage, from acquisition to retention.
For context on how other regulators are tightening at the same time, see our coverage of the UK gambling licence fee increase. Bulgaria offers a parallel example, where the Bulgaria’s gambling advertising ban keeps broadcast and digital promotion off-limits for licensed operators.
ADM bonus rules: informational versus promotional
In June 2026 the ADM issued a formal clarification on how operators may present bonuses, rewards, and prizes. The clarification followed questions from licensees and complaints from consumer groups. The ADM position is direct. An operator may describe a bonus and explain how it works. But any message that adds a promotional tone or works as an incentive to gamble is prohibited.
The test operators must apply is the split between informational and promotional communication. In general, a factual description sits on the permitted side. However, language built to drive sign-ups crosses into advertising, regardless of the channel. Therefore, operators must assess not only what the message says but also how it is presented. The table below shows how the line falls in practice.
| Communication | Status under the ban |
|---|---|
| Stating a bonus exists and its value | Permitted as information |
| Explaining wagering conditions and eligible games | Permitted as information |
| Framing a bonus as a reason to register or deposit | Prohibited as advertising |
| Promotional tone, urgency, or incentive language | Prohibited as advertising |
Because the difference turns on tone rather than format, two operators can publish the same bonus value and only one breaches the rule. For that reason, review every customer-facing message against the informational test before it goes live.
Who regulates advertising and who regulates licensing
Two authorities share oversight of the Italy gambling advertising ban, and operators often confuse their roles. The ADM regulates gaming concessions, technical standards, and tax. AGCOM, the communications authority, regulates promotional communications and enforces the advertising ban itself.
The ADM made that division explicit in its 2026 note. It has no power to reinterpret or amend AGCOM decisions, so operators must follow AGCOM rules and any future updates. AGCOM began reviewing the boundary between informational and promotional communication in May 2026, since the line has been unclear in practice. The review remains open, and no revised guidance has been published yet. You can confirm the current position on the AGCOM website and the ADM website before you sign off a campaign.
What the advertising ban does not cover
The ban is wide, but it is not total. Several categories of communication stay outside its reach, and knowing them protects both compliance and commercial reach.
- Factual product information, such as the existence and mechanics of a bonus, stays permitted.
- Responsible gambling messaging focused on player protection is allowed, provided it carries no promotional element.
- Brand identifiers may appear as a signature in a secondary, non-prominent position rather than as a promotional device.
- Age and identity verification notices, terms, and regulatory disclosures fall outside the ban.
The ban also does not grant market reach beyond Italy. An Italian concession authorises the Italian market only. It does not give EU-wide market access. So an operator serving several countries holds a separate licence for each one, as the European Commission’s online gambling pages set out. Where the right mix depends on your target markets, our guide on choosing the right gaming licence sets out the trade-offs.
Affiliate liability under the Italy gambling advertising ban
Operators carry responsibility for the marketing their affiliates run, and this is where many licensed brands underestimate their exposure. If an affiliate publishes content that breaches the advertising rules, the liability reaches back to the operator whose brand is promoted. Ontario applies the same principle and has fined operators for affiliate inducement marketing, as our guide to the Ontario iGaming advertising rules explains. Reported penalties run up to 20% of the campaign value.
That figure raises an open question, because the regulator has not published a fixed formula for how campaign value is measured. So the practical safeguard is control rather than calculation. Operators need written affiliate terms that mirror the national rules, active monitoring of affiliate output, and a fast takedown route when a partner steps over the line. For how compliant affiliate programmes are structured, see our guide to iGaming affiliate marketing. Ongoing gaming licensing compliance support keeps that monitoring in place once the concession is live.
The cost of entering Italy’s licensed market
The Italy gambling advertising ban sits on top of a market that already carries a high entry cost. In addition, Italy overhauled its online licensing regime in November 2025, while the 2025 tender awarded 52 concessions to 46 operators from 93 applications. However, the headline concession fee is only the first line in the budget. Therefore, operators must also account for guarantees, certification, corporate setup, and ongoing compliance costs. The table below sets out the main cost items.
| Cost item | Italy figure (2026) |
|---|---|
| Concession fee | 7 million EUR per concession, paid 4 million on award and 3 million on launch |
| Annual concession fee | 3% of net gaming margin |
| Financial guarantee | Final guarantees reported at around 3.7 million EUR |
| Corporate presence | EEA-incorporated company with anti-mafia declarations and local infrastructure |
| Certification and standards | Technical testing plus ISO 9001, 26000, and 27001 implementation |
| Compliance and key functions | Ongoing cost for compliance staffing, AML and KYC controls, and responsible gaming systems |
Because the concession fee is fixed at 7 million EUR, Italy is a high-commitment market to enter through the front door. Beyond that fee, the real first-year total depends on corporate setup, guarantees, certification, and compliance staffing. As a result, smaller operators in the 2025 round often merged or withdrew rather than carry the full cost alone. For help costing and running the concession application, our gaming licence acquisition service manages the process end to end.
What most operators get wrong
The Italy gambling advertising ban and the licensing regime both reward preparation, and the same gaps appear across operators. Most problems come from treating Italy like a market with normal marketing freedom, or from underestimating the compliance load behind the concession.
- Publishing bonus messaging with a promotional tone that fails the informational test
- Leaving affiliate partners unmonitored, then absorbing the penalty for their breaches
- Budgeting for the concession fee alone and missing guarantees, certification, and staffing
- AML and KYC policies that read as generic templates rather than operational procedures
- Key function or compliance roles left unfilled at the point of application
The fix in each case is the same: match the paperwork and the messaging to how the business actually runs. Serious black-market exposure is one reason the ADM keeps the rules under review. Restricted visibility for licensed brands has pushed some players toward unlicensed sites, a pattern also visible in the Brazil illegal betting crackdown. For the internal roles a regulator expects you to fill, see our guide to key function holders in iGaming. Operators weighing an EU alternative often compare Italy with a Malta MGA licence as a base for cross-border activity.
Frequently asked questions
Is gambling advertising banned in Italy?
Yes. The Dignity Decree, Law 96/2018, has banned gambling advertising and sports sponsorship across all media since 2019. The ban applies to every operator that markets to players in Italy, including licensed concession holders. AGCOM enforces the advertising rules.
Can Italian operators advertise bonuses?
Operators may describe a bonus and explain how it works, including its value, wagering conditions, and eligible games. What they cannot do is frame the bonus as an incentive to register or deposit. The ADM confirmed this informational versus promotional split in its June 2026 clarification.
Who regulates gambling advertising in Italy, AGCOM or ADM?
AGCOM, the communications authority, regulates gambling advertising and enforces the ban. The ADM regulates concessions, technical standards, and tax. The ADM has stated it cannot reinterpret or amend AGCOM decisions, so operators follow AGCOM rules on all promotional communication.
Does the Italy gambling advertising ban cover sports sponsorship?
It does. The Dignity Decree bans gambling sponsorship across all sports, which covers shirt deals, stadium advertising, and event naming rights. Calls to relax the sponsorship rule have grown, but no legislative change has been passed.
Are operators liable for their affiliates’ advertising in Italy?
Yes. An operator carries responsibility when an affiliate publishes marketing that breaches the advertising rules, with reported penalties of up to 20% of the campaign value. Written affiliate terms and active monitoring are the main safeguards. The regulator has not published a fixed formula for calculating campaign value.
How much does an Italian online gambling concession cost in 2026?
The concession fee is 7 million EUR, paid as 4 million on award and 3 million on launch, with an annual fee of 3% of net gaming margin. Operators also provide financial guarantees reported at around 3.7 million EUR and budget for certification, corporate setup, and compliance staffing. Confirm current figures with the ADM before you plan a bid.
Will Italy relax the gambling advertising ban?
A review is under discussion, and ADM Director General Roberto Alesse has argued that the restrictions should be reconsidered to let licensed brands communicate responsibly. Some reports point to a controlled advertising model in 2026 or 2027. No confirmed timeline or legislative proposal exists yet.
Does an Italian gambling licence allow operating in other countries?
No. An Italian concession authorises the Italian market only and does not grant EU-wide market access. An operator serving several markets holds a separate licence for each one. Book a consultation for a structure matched to your target countries.
Plan your Italian market entry with current rules
The Italy gambling advertising ban permits factual bonus information but prohibits any promotional framing, and the ADM keeps enforcing that line while AGCOM reviews the boundary. On top of the advertising rules, a concession costs 7 million EUR plus guarantees, certification, and ongoing compliance. Confirm the current fees and advertising position with the ADM and AGCOM before you commit. For a costed plan matched to your product and target markets, speak with the DD Consultus advisory team at contact@licencegaming.com or +356 99408536.