Italian communications regulator clarifies ad ban specifics
Editorial ads and influencer marketing to be banned but third-party sites will be allowed to display bookmaker odds
AGCOM, the Italian communications regulator, has released the first set of guidelines for the forthcoming gambling ad ban, detailing which forms of marketing will be prohibited from 14 July.
Under the new standards, shirt sponsorships and pitchside hoardings will be prohibited as expected, alongside native ads in films and TV programmes, editorial ads and influencer marketing.
Operators will be allowed to provide odds on third-party sites, providing there is no direct inducement to bet.
There is also exemptions for communications of an “informative nature” from operators including any information concerning jackpots, the odds of winning, minimum bets and any bonuses being offered.
Italy-facing operators declined to comment on the guidelines, telling EGR they were still sifting through the exact specifications.
Operators are permitted to advertise and make any form of communication which raises public awareness of the negative effects of gambling, including the sponsorship of responsible gambling campaigns. In addition, communications which pertain to corporate social responsibility aims are allowed.
Land-based casino advertising is also broadly allowed while search engine optimisation (SEO) is also permitted.
The banned list included product placement, the distribution of items branded with operator logos and the organisation of events where branded products are given as prizes.
AGCOM has confirmed that all existing advertising contracts made prior to 14 July 2018 will be exempt until 14 July 2019.
AGCOM said that any operator found to be in violation of these guidelines will face a potential fine of 20% of the value of the sponsorship or advertising being conducted, up to a maximum threshold of €50,000 (£43,000) per violation.