One of the most significant potential transformations of the Italian gambling market is taking shape quietly. After nearly a decade of total ban on gambling advertising introduced by the Decreto Dignità in 2018, there are growing signals that the government is evaluating a shift towards a controlled advertising model restricted to ADM-licensed operators.
The Failure of the Total Ban
The data is clear: the Decreto Dignità did not eliminate gambling advertising in Italy — it simply moved it beyond the reach of Italian regulators. Meanwhile, Italy's illegal gambling market is estimated to be worth €25 billion a year in wagers placed outside the regulated system.
What the Government Is Evaluating
Internal discussions at ADM and the Ministry of Economy point towards a model that would allow ADM operators to run commercial communications under very strict criteria: responsible messaging, targeting exclusively adult audiences, and an absolute ban on reaching minors or self-excluded players.
The Role of Serie A
Italian sports leagues — particularly Serie A — are among the leading advocates for a revision of the Decreto Dignità. Before 2018, sponsorships from gambling operators represented a fundamental component of clubs' revenues. A formal decision is not expected before the end of 2026.