Italy’s gambling regulator has reminded licensed online operators that bonus offers remain legal, but any communication about them must stay strictly informational and avoid encouraging gambling activity.
The clarification was issued by the Customs and Monopolies Agency (ADM) following questions from operators and complaints from consumer groups regarding how gambling bonuses, rewards and prizes can be presented to customers. The guidance reinforces advertising rules enforced by communications regulator AGCOM under Italy’s Dignity Decree.
Since 2019, the Dignity Decree has imposed a comprehensive ban on gambling advertising across television, digital platforms and other media, while also prohibiting gambling sponsorships in sport. Although bonuses themselves are still permitted, ADM stressed that operators may only explain their availability and terms in a factual manner.
According to the regulator, licensees can describe how bonuses work, but they cannot use language or presentation that promotes participation, creates excitement around the offer or otherwise encourages gambling. Any communication considered promotional remains prohibited under AGCOM’s interpretation of the law.
The reminder comes as Italy continues implementing its updated remote gambling licensing system, introduced in November 2025. The country has issued 52 online gambling licences under the new framework, which requires each operator to run its services through a single master domain.
The single-domain requirement is designed to improve regulatory oversight of marketing activity and ensure all consumer-facing communications comply with advertising restrictions. It also aims to prevent licensed companies from operating multiple “skin” websites under separate brands.
ADM also emphasised that operators must continue following both existing AGCOM guidance and any future measures introduced by the communications authority. The agency noted that it does not have the power to reinterpret or amend AGCOM’s advertising rules, which remain the legal foundation for enforcement.
While companies may continue providing factual information about their products, services and bonus conditions, regulators expect those communications to remain purely informative rather than promotional.
The guidance arrives as Italy continues debating the future of the Dignity Decree. In late 2025, ADM Director General Roberto Alesse argued that the advertising restrictions should eventually be reconsidered, saying they have unintentionally benefited illegal gambling operators by limiting the visibility of licensed brands.
AGCOM launched its own review of the country’s gambling advertising framework in May, acknowledging uncertainty over where informational content ends and promotional messaging begins. A broader review of the Dignity Decree is expected after the government completes reforms to Italy’s land-based gambling sector, currently scheduled for the end of 2026. However, no formal legislation to change or repeal the advertising ban has yet been introduced.