Italy’s Customs and Monopolies Agency (ADM) has issued a formal clarification on how licensed online gambling operators may present bonuses, rewards, and prizes. This follows questions from operators and complaints from consumer groups.
The guidance reinforces the distinction between providing factual information about bonuses and promoting them. It reminds licensees to comply with the country’s strict gambling advertising restrictions.
Bonuses Allowed, Promotion Restricted
Under Italy’s Dignity Decree, introduced in 2019, the law prohibits gambling advertising, while the communications authority AGCOM regulates promotional activities.
The ADM clarified that operators may offer bonuses but must describe them only in a neutral and informational manner. Communications that encourage gambling, add promotional language, or create incentives to play remain prohibited.
The regulator emphasized that operators may provide factual explanations of bonus mechanics, but they may not use messaging that resembles advertising.
Operators Must Follow AGCOM Rules
The ADM reminded licensees that they must continue complying with AGCOM’s existing guidance and any future regulatory updates.
The agency also noted that it does not have the authority to reinterpret or modify AGCOM’s decisions.
The clarification follows the introduction of Italy’s new remote gambling licensing regime in November 2025. Under this regime, 52 licensed operators now operate through single master domains, replacing the previous multi-skin licensing model.
Advertising Debate Continues
AGCOM began reviewing Italy’s advertising rules in May after acknowledging uncertainty over the distinction between informational and promotional communications.
The wider debate over the Dignity Decree also continues. Industry stakeholders have called for a review of the advertising restrictions, particularly the ban on sports sponsorships. This debate follows Italy’s failure to qualify for the 2026 FIFA World Cup.
ADM Director General Roberto Alesse has previously suggested that the restrictions may have unintentionally strengthened the black market. This happened by reducing the visibility of licensed operators.
Land-Based Reforms Still Planned
Although lawmakers have not introduced formal proposals to amend the Dignity Decree, the Italian government continues to work on long-delayed reforms to the country’s land-based gambling sector.
The proposed changes are expected to introduce a more unified regulatory framework. This includes stricter rules on venue operating hours and minimum distance requirements for gambling establishments.
