Italy Will Enforce a Previously Approved Gambling Advertising Ban

30.04.2019, 16:27

Italy has approved an advertising gambling ban back in July 2018. However, the local regulator has only now specified how the ban will be enforced. Such an outline will probably be similar in Sweden, if the Swedish gambling ad ban will come to fruition.

Local gambling regulator AGCOM has listed the prohibited areas of advertising. These include traditional advertising, product placement, distribution of branded items, advertorials and influencer marketing. Additionally, indirect advertising, sponsorships and promotional communications will also be banned.

Very few advertising communications will be allowed. These have to be purely informative, such as odds on sports events, possible jackpots, minimum bets and available bonuses. 

As previously mentioned, the ban was approved in 2018. It affects all gambling products that advertise on the internet, TV and radio. Additionally, no sporting clubs would be allowed to have a betting service as a sponsor. The national lottery, operated by the state, will be exempt from the ban. 

Conditions of the ban will probably result in a financial blow to the industry. Online bookmakers are frequent sponsors of Italian football clubs. From the other end, online casino sites frequently use indirect advertising and influencer marketing as their tactic.

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