Italian Ban on Gambling Advertising Explained

4.05.2019, 14:37

The infamous ban was passed by the Italian parliament last year. This week, Italy clarified how the ban would be enforced. Now, more details on what will and will not be banned were released. The ban will take place on July 14, so operators have time to prepare.

As it turns out, there will be some flexibility in gambling advertising. This will especially concern affiliate marketing and search engine optimization.

The direct promotion by gambling companies will still be banned. This includes major broadcast outlets, including TV, radio and the internet. Online banners, text message promos, event and sports teams sponsorships will all be banned. Much indirect advertising will be affected too. Examples of that are branded product distribution and influencer marketing.

Nevertheless, the operators would be able to raise their site ranking using search engine optimization tactics. In addition, there are almost no restrictions on promoting charity and social initiatives. The only requirement here is that there are no accompanying logos or calls to gambling. Advertising the potential harm of gambling will also be allowed.

Majority of online gambling sites rely on third-party affiliates to promote their services. Albeit limited, these sites will be able to use gambling brand names to compare odds or online casino bonuses. 

As to the land-based betting shops and casinos, only logos will be allowed for display. 

Should any operator break the rules, the fine could go up to €50k per every violation. Alternatively, the company could be charged up to 20% of the advertising/sponsorship contract value.

Such guidelines could set a precedent to other countries, such as Sweden, that are looking into gambling ads ban.

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