Italy Updates Guidance on Gambling Bonus Messaging Regulations

Italian gambling regulators have issued a reminder to operators regarding the communication of bonuses, emphasizing that while these promotions are legal, their messaging must comply with the country's stringent advertising regulations. This clarification from ADM, Italy's Customs and Monopolies Agency, follows months of confusion among licensed operators and numerous complaints from consumer advocacy groups concerning promotional practices within the gambling industry. ADM underscored that although operators can advertise their bonuses, any messaging that promotes or encourages gambling activities breaches Italian law. Operators are required to inform customers about bonus offerings and the process for claiming them, but they must limit communications to factual information without any language that incites excitement or urges customer participation. The notice clarifies previous interpretations of regulations and rulings by AGCOM without altering existing policies. This announcement comes as Italy advances its online gaming licensing framework, which began implementation in November 2025, and currently features 52 active licenses. A notable aspect of this new system is the mandate for operators to conduct business through a single master domain, aimed at enhancing regulatory oversight and curbing the rise of unregulated online gambling sites.