The Decreto Dignità of 2018 radically changed Italy's gambling advertising landscape, banning any form of advertising, promotion or sponsorship related to gambling. Six years after that law came into force, the Italian government is evaluating whether and how to amend it to allow ADM-licensed operators to resume commercial communications.
What the Decreto Dignità Prohibits
The decree imposes an absolute ban on any advertising, direct or indirect, of games or betting with cash prizes. The ban extends to television, radio, print, internet, outdoor advertising and — above all — sports sponsorships. Violations are subject to fines of up to 20% of the value of the advertising campaign.
Why the Government Is Considering a Revision
The debate over revision is being driven from multiple directions. Serie A and Italian sports leagues have been vocal about losing hundreds of millions of euros in sponsorship revenue. At the same time, the Polymarket-Lazio paradox has demonstrated that unlicensed international operators can still achieve visibility in Italian football.
The Possible Amendments
Proposals on the table include the possibility of allowing sports sponsorships exclusively for ADM-licensed operators who are fully compliant with all tax and regulatory obligations. A formal decision is not expected before the end of 2026.
