Italy Tightens Rules: AGCOM Bans Celebrities from Responsible Gambling Ads

Italy is significantly tightening the screw on how gambling operators communicate with the public. On July 29, 2026, the media regulator Autorità per le Garanzie nelle Comunicazioni (AGCOM) finalized new compliance guidelines that directly impact the country's 46 licensed operators. Under the reformed licensing regime, these companies are mandated to spend 0.2% of their net revenue on responsible gambling communications, with an annual cap of €1 million. However, a major point of contention has been the extent to which these mandatory campaigns can be used for indirect brand promotion.

The new guidelines are designed to close these loopholes. AGCOM has moved to strictly separate genuine consumer protection from commercial marketing. One of the most significant changes is the prohibition of celebrity endorsements in these campaigns. Specifically, operators can no longer use personalities or testimonials who are already associated with their commercial brand. The regulator argues that such associations risk normalizing gambling and undermining the intended protective nature of the message.

Numbers and facts

The regulatory process has been thorough, starting with a consultation launched on March 25, 2026. After a public comment window from April to May, the final text was approved in late July. The rules also target the technical side of digital campaigns. Links and QR codes that lead directly to betting offers, bonuses, or live odds are now strictly prohibited within responsible gambling content. Instead, any links must lead to neutral, protection-focused pages. These landing pages must provide self-exclusion tools, deposit limits, or help helplines, and they must be functionally separated from the gambling site itself, adhering to GDPR without user profiling.

The scale of enforcement in Italy is already immense. The Customs and Monopolies Authority (ADM) maintains a blocklist of illegal portals that now exceeds 12,000 entries. In early August 2026 alone, another 190 sites were added to this list. This highlights the high-pressure environment for licensed operators who must navigate both a near-total advertising ban and increasingly complex compliance requirements.

Background

These measures operate within the framework of the 2018 Dignity Decree, which imposed a blanket ban on gambling advertising across television, radio, and social platforms. Despite this ban, operators have tried to maintain brand visibility through Article 15(3) of the licensing decree, which allowed for optional, self-branded responsible gambling campaigns. AGCOM's new guidelines define exactly where the line is drawn. The logo or brand must not be the central or most emphasized component, and the prevention message must be "preponderant."

"Prevention has to visibly outweigh promotion, even where branding is used." - AGCOM Guidelines, approved July 29, 2026

Beyond advertising, the sector faces fiscal challenges. Bill No. 1902, proposed by Senator Paolo Marcheschi, suggests a 2% levy on all domestic football betting revenue. With football betting turnover in Italy exceeding €16 billion in 2024, independent analysis suggests this could cost the industry up to €320 million annually. Prime Minister Giorgia Meloni has set a September deadline for economic reform proposals to be included in the 2027 Budget.

Why it matters for German players

The developments in Italy mirror the strict regulatory environment in Germany. Since the Interstate Treaty on Gambling 2021 (GlüStV 2021) came into force, German players have been subject to rigorous protection measures. This includes the €1,000 monthly deposit limit monitored via the LUGAS system and the €1 limit per spin on virtual slot machines. The Italian move to restrict celebrity influence in gambling context is a trend that could easily reach German shores, as the Joint Gambling Authority of the States (GGL) continues to refine its own advertising standards.

German players should always verify that an operator is on the GGL Whitelist. Playing at licensed casinos ensures that tools like the OASIS player blocking system are active. While MGA or Curacao-licensed sites might offer fewer restrictions, they do not provide the legal certainty or the high level of player protection found in the German or Italian regulated markets. Italy's decision to ban commercial slogans from responsible gaming ads underscores a broader EU shift toward prioritizing public health over industry growth.

What it means for GGL-licensed casinos

For operators holding a GGL license, the Italian example serves as a warning. Regulators are increasingly looking at how "responsible gaming" is used as a marketing tool. If the GGL adopts similar rules, German casinos might have to re-evaluate their partnerships with influencers and sports stars. Transparency is becoming the most important currency in the regulated market. Operators must ensure that their commitment to player safety is genuine and not just a branding exercise to bypass the strict advertising rules of the GlüStV 2021.