Italy to set definitive rules on betting infotainment sites

AGCOM, Italy’s communications regulator, has launched a consultation on stricter requirements for “infotainment sites” linked to online gambling operators. The consultation will run for 30 days and examine amendments to the guidelines implementing the Dignity Decree of 2018, which governs gambling advertising and sponsorship across Italian media and sport. Introduced by the Lega–Five Star Movement coalition government, the decree imposed a blanket ban on gambling advertising and sports sponsorships. However, AGCOM’s implementing guidelines allowed the promotion of genuinely independent activities sharing a name with a gambling business, subject to conditions. Several Italian clubs subsequently maintained commercial partnerships through associated sports news and infotainment brands. AGCOM now wants to tighten those conditions amid concerns that some portals increasingly serve as promotional vehicles for gambling operators. The review could affect partnerships that use associated media brands to maintain visibility in Italian sport. Under the proposals, editorial services seeking exemption would need an identifiable newsroom, a responsible editor, original content and verifiable, regular updates. Registration with the Register of Communication Operators (ROC) would be required where applicable. The draft also seeks greater separation between these services and gambling products. Links, redirects, promotional codes, shared accounts and other tools facilitating access to an associated operator’s gambling offering would be prohibited. Branding would face tighter restrictions. Portals could not reproduce the visual identity of the gambling brand, while distinctive wording identifying the separate activity would need at least equal prominence to any shared name. Communications could not display odds, bonuses, jackpots or gambling interfaces. Licence numbers, the Customs and Monopolies Agency (ADM) logo and gambling risk warnings would also be excluded, as these would indicate a connection to gambling services. Sports sponsorships, pitchside advertising and LED displays would receive particular scrutiny because of the risk of indirect gambling promotion. AGCOM would apply similar scrutiny to paid search placements using gambling-related keywords and advertising on gambling comparison or review websites. Interested parties can submit observations through certified email during the consultation and request a hearing with the regulator. Dignity Decree still prevails If adopted, the proposals would place greater responsibility on operators and their media partners to demonstrate that infotainment services function as independent editorial businesses. The consultation comes as the Meloni government considers rolling back the Dignity Decree’s gambling advertising and sponsorship restrictions. Sports Minister Andrea Abodi is leading negotiations on a replacement sponsorship framework, although no repeal has taken effect. Those discussions form part of a wider investment programme for Italian football, including a proposed levy on football betting revenues to support the professional and amateur game, youth development and sporting infrastructure. Abodi is seeking an agreement with the Italian Football Federation (FIGC), Serie A and the Italian National Olympic Committee (CONI) on the future financial relationship between football and regulated betting. Political commitments to reform have not altered operators’ existing obligations. This summer, ADM reminded licensees that communications concerning bonuses, rewards and prizes remained subject to the advertising restrictions overseen by AGCOM.