Italian gambling regulators have issued a reminder to operators that while bonuses are allowed, their messaging might still infringe upon the country’s stringent advertising regulations. The Customs and Monopolies Agency (ADM) provided this clarification to address ongoing confusion among licensed operators and numerous complaints from consumer advocacy groups regarding promotional practices in the gambling sector.
ADM emphasized that operators can advertise bonuses but must refrain from promoting gambling activities through any form of enticing messaging, as this would contravene Italian advertising laws. Operators are permitted to inform customers about bonus offerings and the process for claiming them, but all communications must adhere to factual content only and avoid any language that aims to create excitement or draw customers to participate or wager.
This notice does not alter existing regulations or policies; rather, it clarifies previous interpretations of the rules set forth by ADM and earlier decisions from AGCOM, the Italian communications authority. This announcement coincides with Italy's ongoing implementation of a new online gaming licensing framework that began in November 2025, which currently encompasses 52 active licenses.
A notable aspect of this system is the requirement for all operators to conduct their business via a single master domain. This measure aims to enhance regulatory oversight and curb the emergence of secondary brand and skin sites that contribute to unregulated online gambling.
