AGCOM Sets November 21 Deadline for Input on Gambling-Linked Brand Exemptions
AGCOM opened a 30-day consultation via Resolution 234/26/CONS on October 22, closing November 21. It seeks conditions allowing gambling-linked brands to promote autonomous non-gambling services without violating the 2018 Dignity Decree ban. Strict operational separation is required.
SCCG Take — Operators must demonstrate full autonomy in affiliated media to avoid indirect advertising violations. The parallel enforcement notice on the Dignity Decree signals regulatory continuity pending any legislative reform.
Italy’s Media and Communications Agency has issued its final call for stakeholder submissions on clarifying when gambling-related brands may operate outside the country’s advertising prohibition.
AGCOM published Resolution 234/26/CONS on 22 October, opening a 30-day consultation period that closes on 21 November. The agency is seeking urgent feedback on cumulative conditions under which activities using brands linked to gambling licenses could fall outside the advertising ban established by the Dignity Decree of 2018, according to reporting by SBC News.
The review targets paragraph seven of the 2019 guidelines that implemented Article 9 of the decree. Those guidelines prohibit direct and indirect advertising of online gambling platforms, services and promotions.
Proposed Conditions for Non-Gambling Activities
Proposals center on operators that promote separate editorial, sports and entertainment services through brands associated with their gambling businesses. Brand extensions such as “.live”, “.sport” and “.news” are under particular scrutiny for potential circumvention of the ban.
To secure an exemption, activities must maintain independent operations, dedicated resources and trademarks registered for non-gambling services. Editorial portals require an identifiable newsroom, responsible director, regular original content and any legally mandated registration. Links, banners, redirects or promotional codes to gambling platforms are barred. Distinct visual identities are mandatory, with equal prominence for the non-gambling component. Sports sponsorships, stadium advertising and paid digital campaigns face elevated review. AGCOM may still deny exemption if overall context creates an advertising connection to gambling.
Continued Application of the Dignity Decree
AGCOM has written to all Italian professional football leagues and clubs confirming that the Dignity Decree rules must remain in force for the 2026/2027 season. This holds regardless of separate parliamentary deliberations on possible repeal.
Submissions must be sent to [email protected] referencing the resolution. Hearing requests must arrive at least ten days before the 21 November deadline.
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