Italy to Lift Gambling Advertising Ban? A Key Moment for Market Entry

Gambling advertising ban, introduced in Italy in 2018 under the Dignity Decree, shall now be reviewed by the Italian Government that might decide to, at least partially, lift it, creating a unique opportunity for new operators’ market entry as the tender for new licenses is currently ongoing.

The Culture Commission of the Italian Senate has adopted a resolution requesting the Government to review the legislation on the gambling advertising ban on the basis of the consideration that the current ban has failed since it applied the same regime to licensed and unlicensed gaming operators which led to the flourishing of the black market which is more dangerous for players. If the Italian gambling advertising ban is lifted, combined with the country’s new online gambling licenses, this could be a game-changing opportunity for companies looking to expand into Italy’s regulated sector.

Italy’s Gambling Advertising Ban Under Review

The 2018 “Dignity Decree” imposed a strict prohibition on all gambling-related advertising and sponsorships in Italy, significantly impacting industries such as professional football, where betting companies were major sponsors. The law was intended to curb problem gambling but has faced criticism for driving players toward unlicensed operators that fall outside of regulatory oversight.

Now, the Italian Government shall assess whether these restrictions need to be revised, introducing exceptions to the ban with reference for instance to sponsorship initiatives, and allowing licensed operators to promote their services responsibly. A decision is expected soon, and if approved, it would align Italy with other European markets that permit controlled gambling advertising.

New Gambling Licensing Framework Enhances Market Stability

In parallel with this regulatory shift, Italy has launched a new licensing framework for online gambling operators. As of December 2024, new licenses valid for nine years are available as part of a license tender process that will last for a few months.

Italy is the second largest gambling market in Europe after the UK, and the gambling advertising ban has been frequently seen as a blocker for new entrants that are not known by the general public. However, the lifting of the ban might represent a major opportunity for companies looking to enter or expand in Italy. Securing a license now could be highly advantageous, also taking into account that a new tender for online gambling licenses is not expected to occur any time soon.

The ability to promote regulated services legally would allow new entrants in the market as well as operators that need to grow their presence to compete with well established operators. At the same time, it will provide licensed operators with a competitive advantage over unlicensed platforms that have been flourishing over the last years because of the Italian gambling advertising ban.

Why This Is a Prime Opportunity for Gambling Operators

The combination of a potential lift on the gambling advertising ban and the issuance of new licenses presents a unique moment for operators to enter Italy’s regulated market.

Key benefits include:

• Stronger Market Presence – Advertising and sponsorships will allow licensed operators to build brand awareness and credibility.
• Regulatory Protection – Operating under Italy’s new licensing system will increase the protection for players and enhance the credibility and the trustworthiness of the gambling market.
• Growing Demand – Italy has one of Europe’s largest gambling markets, with high engagement in sports betting, casino and online gaming in general due to the progressive shift from land based gambling to online gaming.

The lift of the Gambling Advertising in Italy and a New Phase for the Market

With Italy’s gambling advertising ban under review and new licenses being issued, the market is entering a pivotal phase. Companies that act now—securing a license and preparing for potential advertising opportunities—will be best positioned to succeed in this evolving landscape.

For operators seeking a strong foothold in a highly regulated and lucrative market, now is the time to invest in Italy’s gambling sector. Reach out to us if you want to know more. Also, don't miss DLA Piper's Gambling Laws of the World Guide that is available here.

https://www.dlapiper.com/en/insights/publications/2025/03/italy-to-lift-gambling-advertising-ban-a-key-moment-for-market-entry