Italy Consults on Stricter ‘Infotainment’ Rules for Gambling Links

AGCOM, Italy’s communications regulator, has initiated a 30-day consultation to revise guidelines for “infotainment sites” associated with online gambling operators. The review aims to tighten regulations on these sites, which currently operate under exemptions to the 2018 Dignity Decree’s gambling advertising ban.

What Happened

Italy’s communications regulator, AGCOM, has launched a public consultation regarding more stringent requirements for “infotainment sites” linked to online gambling operators, according to SBC News. This 30-day consultation will review amendments to the existing guidelines that implement the Dignity Decree of 2018. The Dignity Decree, introduced by the Lega–Five Star Movement coalition government, established a comprehensive ban on gambling advertising and sports sponsorships across Italian media and sport.

While the Dignity Decree imposed a blanket ban, AGCOM’s initial implementing guidelines permitted the promotion of genuinely independent activities that shared a name with a gambling business, provided certain conditions were met. This allowance enabled several Italian clubs to maintain commercial partnerships through associated sports news and infotainment brands. AGCOM now seeks to strengthen these conditions due to concerns that some of these portals are increasingly functioning as promotional channels for gambling operators, as reported by PressGiochi.

Key Details

• The proposed amendments would require editorial services seeking exemption to possess an identifiable newsroom, a responsible editor, original content, and verifiable, regular updates, according to SBC News.
• Registration with the Register of Communication Operators (ROC) would become mandatory where applicable, as stated by SBC News.
• Draft proposals aim for greater separation between infotainment services and gambling products, prohibiting links, redirects, promotional codes, and shared accounts that facilitate access to associated gambling offerings (SBC News, PressGiochi).
• Branding restrictions would prevent portals from replicating the visual identity of the gambling brand, and distinctive wording identifying the separate activity would need at least equal prominence to any shared name (SBC News).
• Communications on these sites would be barred from displaying odds, bonuses, jackpots, gambling interfaces, license numbers, the Customs and Monopolies Agency (ADM) logo, or gambling risk warnings, as these would imply a connection to gambling services (SBC News).
• AGCOM plans to scrutinize sports sponsorships, pitchside advertising, LED displays, paid search placements using gambling-related keywords, and advertising on gambling comparison or review websites to mitigate indirect gambling promotion (SBC News).
• Interested parties can submit observations via certified email during the consultation and request a hearing with the regulator (SBC News, SectorWire News).

Why It Matters

If adopted, these proposals would increase the responsibility on operators and their media partners to demonstrate that infotainment services operate as independent editorial businesses, according to SBC News. This consultation occurs while the Meloni government is reportedly considering modifications to the Dignity Decree’s gambling advertising and sponsorship restrictions. Sports Minister Andrea Abodi is leading discussions for a new sponsorship framework, though no repeal has been enacted.

These discussions are part of a broader investment initiative for Italian football, which includes a proposed levy on football betting revenues to support professional and amateur football, youth development, and sporting infrastructure. Abodi is working towards an agreement with the Italian Football Federation (FIGC), Serie A, and the Italian National Olympic Committee (CONI) regarding the future financial relationship between football and regulated betting. Despite these ongoing political discussions, operators’ existing obligations remain unchanged. The Customs and Monopolies Agency (ADM) reminded licensees this past summer that communications concerning bonuses, rewards, and prizes continue to be subject to advertising restrictions overseen by AGCOM, as reported by SBC News.

Originally reported by SBC News·Published 23 Oct 2026, 12:54