Italy’s advertising and communications regulator, AGCOM, has released plans to roll out and enforce the country’s current ban on gambling advertising, which came into play from January 1, 2019.
The ban currently prohibits operators from using traditional forms of advertising, product placement, the distribution of branded items, advertorials and influencer marketing to promote gambling products.
The new sponsorship ban is set to come into force on July 14, which will ban operators from appearing on strips and advertising hoardings.
In a move to ensure that the advertising bans are implemented effectively, AGCOM has developed a so-called “dignity decree” which has confirmed that both direct and indirect advertising – also including affiliate marketing – is banned.
The decree was originally ratified into Italian law in July 2018. In addition to other forms of advertising, product placement, the distribution of branded items, advertorials and influencer marketing will all be outlawed.
Some forms of B2B commercial communications will be exempt, including those that are circulated in specialist trade magazines, in addition to communications promoting social responsibility. Social or charitable projects will also be permitted, providing that an operator’s badge does not appear.
AGCOM has clarified that an operator’s website should only be shown in the search results when a consumer specifically searches for gambling.