Italy Clamps Down on Bonus Promotions for Licensed Online Gambling Operators

Italy’s Customs and Monopolies Agency (ADM) has issued a formal reminder to licensed online gambling operators regarding the boundaries of promotional messaging. According to ADM, operators are permitted to describe bonuses solely for informational purposes, with any encouragement to participate or promotional language remaining strictly prohibited under the current legal framework. Italy Licensed Online Operators

The agency emphasized that while bonuses can be acknowledged, their description must be limited to factual details, such as the existence and mechanics of the offers. ADM explicitly stated that “promotional messaging that encourages participation remains prohibited under the Dignity Decree and AGCOM guidance,” reinforcing the importance of maintaining a clear line between informative content and advertising.

This clarification responds to recent inquiries from industry operators and concerns raised by consumer groups about the nature of promotional content. ADM’s guidance aims to delineate what licensees can communicate about their products without infringing on advertising restrictions.

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Since 2019, the enforcement of the Dignity Decree by AGCOM has imposed a comprehensive ban on gambling advertising across all media channels, as well as restrictions on sponsorships within sports. These measures establish a strict regulatory environment for licensed operators’ promotional activities.

ADM reiterated that AGCOM remains the authoritative body responsible for interpreting and enforcing advertising rules. The agency underscored that operators must adhere to existing AGCOM guidance and any future directives issued by the communications regulator. Importantly, ADM clarified that it does not possess the authority to modify or interpret AGCOM’s decisions, which serve as the legal basis for content and promotional restrictions.

This update coincides with Italy’s ongoing overhaul of its online gambling licensing regime, which took effect in November 2025. Under the new framework, 52 licenses have been issued, each requiring licensees to operate through a single master domain. This measure aims to enhance regulatory oversight, enabling authorities to monitor marketing practices more effectively and prevent licensees from operating multiple separate websites under different brands. The revised structure provides regulators with a more comprehensive view of the promotional content disseminated by each operator and strengthens compliance enforcement within the context of the updated licensing criteria. Italy Licensed Online Operators