AGCOM Launches Consultation on Stricter Independence Rules for Gambling-Linked Infotainment Sites
AGCOM opened a 30-day consultation to tighten independence rules for infotainment sites linked to gambling operators under the 2018 Dignity Decree. Proposals require identifiable newsrooms, ban promotional links and shared branding, and bar display of odds or logos. This persists even as the Meloni government discusses easing the broader advertising ban.
SCCG Take — Operators must strengthen separation of media affiliates to retain partnerships. Regulators continue enforcing boundaries while reform negotiations remain unresolved.
Italy’s communications regulator AGCOM has launched a 30-day consultation on amendments to guidelines implementing the Dignity Decree of 2018. The decree, introduced by the Lega–Five Star Movement coalition government, banned gambling advertising and sports sponsorships across Italian media and sport. However, AGCOM’s prior guidelines permitted genuinely independent activities sharing a name with a gambling business under certain conditions, enabling several clubs to sustain partnerships via associated sports news and infotainment brands.
AGCOM now seeks to tighten those conditions, citing concerns that some portals primarily serve as promotional vehicles for gambling operators. The review could reshape how operators maintain visibility in Italian sport through affiliated media.
Proposed Requirements for Editorial Services
Services seeking exemption must demonstrate an identifiable newsroom, appoint a responsible editor, produce original content, and deliver verifiable regular updates. Registration with the Register of Communication Operators (ROC) would be required where applicable.
The draft prohibits links, redirects, promotional codes, shared accounts, or any mechanisms facilitating access to an associated operator’s gambling products. Branding rules would bar reproduction of the gambling brand’s visual identity, while wording identifying the separate editorial activity must hold at least equal prominence. Communications could not display odds, bonuses, jackpots, gambling interfaces, licence numbers, the Customs and Monopolies Agency (ADM) logo, or risk warnings.
Sports sponsorships, pitchside advertising, LED displays, paid search using gambling keywords, and placements on comparison or review sites would receive particular scrutiny.
Persistent Obligations Despite Reform Talks
The consultation proceeds as the Meloni government considers rolling back elements of the Dignity Decree. Sports Minister Andrea Abodi is negotiating a replacement sponsorship framework with the Italian Football Federation (FIGC), Serie A, and the Italian National Olympic Committee (CONI). Those talks include a proposed levy on football betting revenues to support professional and amateur game development, youth programmes, and infrastructure.
No repeal has taken effect. This summer ADM reminded licensees that communications on bonuses, rewards, and prizes remain subject to AGCOM oversight. If adopted, the proposals would require operators and their media partners to prove that infotainment services operate as independent editorial businesses, according to SBC News.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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