Italy Clarifies Rules on Online Gambling Bonuses

Italy’s licensed online gambling operators have been advised that while bonus offers remain permitted, the way they are communicated to players must comply with the country’s strict advertising regulations.

The clarification was issued by the Italian Customs and Monopolies Agency (ADM) following requests from licensed operators and concerns raised by consumer organisations regarding the promotion of bonuses, rewards and player incentives.

Bonuses Allowed, Promotional Language Restricted

According to ADM, the availability of bonuses is not prohibited under Italian law. However, operators must ensure that any communication about these offers remains purely informative.

Licensed companies may explain the existence of bonuses and outline their terms and conditions, but they cannot use language that encourages gambling participation, promotes betting activity or presents offers in a persuasive manner.

The agency stressed that this guidance does not introduce new rules but reinforces the existing interpretation established under the Dignity Decree and enforced by the communications regulator AGCOM.

Since 2019, the Dignity Decree has imposed a broad ban on gambling advertising in Italy, covering television, print, digital media and sports sponsorships.

Licensing Changes Increase Oversight

The clarification comes as Italy continues implementing its updated online gambling licensing framework, introduced in November 2025.

The new licensing model currently includes 52 active licences and requires operators to conduct their online business through a single master domain.

According to regulators, the requirement is intended to simplify oversight of marketing activities while reducing the number of secondary brands and websites that could complicate enforcement.

The approach also allows authorities to monitor customer-facing content more effectively as operators continue adapting to Italy’s advertising restrictions.

Existing Rules Remain in Force

ADM reiterated that factual product information, service descriptions and bonus conditions remain acceptable provided they do not contain promotional elements designed to encourage gambling.

The guidance also confirms that the agency does not have the authority to reinterpret or modify the advertising framework, which remains governed by AGCOM and the Dignity Decree.

Advertising Debate Continues

Italy’s gambling advertising rules remain the subject of ongoing discussion.

In late 2025, ADM Director General Roberto Alesse suggested that the current framework should be reviewed, arguing that limiting the visibility of licensed operators may unintentionally benefit illegal gambling platforms.

Earlier this year, AGCOM also launched a review of the country’s gambling advertising rules to examine continued uncertainty surrounding the distinction between neutral information and promotional messaging.

For now, however, licensed operators must continue following the existing regulations while awaiting any future legislative changes.

The Italian government has indicated that discussions surrounding gambling advertising are expected to take place after the planned reform of the country’s land-based gambling sector, which is scheduled to conclude by the end of 2026. Until then, operators remain subject to the current restrictions when communicating bonus offers to customers.