Since the Decreto Dignità came into force, the structure of Italy's gambling market has changed considerably. Following the 2024–2025 reforms, the cost of an ADM license increased to approximately €7 million, while its validity period was extended to nine years. At the same time, stricter requirements were introduced for technical compliance, financial oversight, and responsible gambling. Against this backdrop, some industry representatives believe that advertising regulations should also be updated to reflect today's digital environment.
The issue is being discussed particularly actively within professional football. Executives from several clubs, representatives of the sports industry, and trade associations have highlighted the decline in commercial revenue following the introduction of advertising restrictions. At the same time, most participants in the debate are not calling for the complete repeal of the ban. Instead, they are advocating a balanced model that would maintain a high level of player protection while allowing licensed companies to legally inform adult audiences about their products.
Specialists at rollingslotscasino.bet closely monitor these developments because any changes to the rules governing gambling advertising could affect virtually the entire online casino Italy sector. According to many experts, today's digital technologies provide significantly more effective tools for monitoring advertising activity than were available just a few years ago.
Why the Advertising Ban Has Returned to the Center of Public Debate
Nearly seven years have passed since the Decreto Dignità was introduced, and during that period the gambling market has evolved far more dramatically than originally anticipated. The online segment continues to expand, mobile applications have become the primary way players interact with licensed services, and modern data analytics tools allow advertising communications to be monitored more accurately while restricting underage users from accessing gambling-related content.
For this reason, part of the industry is proposing not the repeal of the law but rather targeted amendments. The main objective is to permit carefully regulated promotion exclusively for licensed operators while preserving all existing consumer protection mechanisms. Supporters of this approach believe it would strengthen the regulated market, improve gambling regulation, and reduce the competitive advantage currently enjoyed by illegal operators.
Digital marketing has also continued to evolve. Many licensed brands have already shifted a substantial portion of their communication strategies to their own digital channels, yet opportunities to build brand recognition remain significantly restricted. At the same time, a Rolling Slots bonus and similar promotional offers are solely elements of each operator's commercial strategy and have no connection to the legislative changes currently under discussion.
How the Market Has Changed Since the Introduction of the Decreto Dignità
Area | Before July 2019 | Current Situation |
Television advertising | Widely used | Almost completely prohibited |
Online advertising | Broadly utilized | Strictly limited by legislation |
Football club sponsorship | One of the primary commercial revenue sources | Significantly reduced |
Promotion of licensed brands | High brand recognition | Limited communication opportunities |
Digital channels | Supplementary marketing tool | Primary communication channel |
Government oversight | Standard supervision | Enhanced regulatory enforcement |
Why Football Clubs Are Calling for a Review of the Decreto Dignità
The strongest advocates for discussing targeted legislative changes are representatives of professional football. They argue that since the Decreto Dignità came into force, Serie A clubs and other Italian football organizations have lost a significant portion of their sponsorship revenue, which previously came from partnerships with licensed sportsbooks and online gambling operators. These changes have been especially challenging for mid-sized clubs, where commercial sponsorships have traditionally represented an important source of income.
Industry representatives emphasize that they are not seeking a return to the unrestricted model that existed before 2019. Most proposals focus on allowing partnerships exclusively with licensed brands whose activities are already subject to continuous ADM oversight and modern responsible gambling requirements. According to supporters of the proposal, this approach would support the sports industry without weakening consumer protection.
Another important issue concerns the impact of the advertising ban on media rights and the overall commercial attractiveness of football competitions. In most leading European leagues, clubs continue to generate revenue through regulated partnerships with licensed gambling companies, while Italian clubs are forced to seek alternative funding sources. This places additional financial pressure on sports organizations, particularly as investment requirements continue to grow in infrastructure, youth academies, and digital transformation.
Industry representatives also point to the rising cost of customer acquisition as a serious challenge. Since the advertising restrictions were introduced, licensed operators have been forced to invest much more heavily in search engine optimization, proprietary digital platforms, content marketing, and customer retention programs. Meanwhile, illegal gambling websites continue promoting themselves through foreign websites and social media platforms without complying with Italian regulations, giving them a relative competitive advantage.
The situation has become especially difficult for smaller licensed brands. Large international companies can maintain brand awareness thanks to their presence across multiple European markets, while local operators depend much more heavily on promotional opportunities within Italy itself. For this reason, many representatives of small and medium-sized businesses also support discussions about revising selected provisions of the law.
Experts at Rolling Slots note that modern technologies allow advertising communications to be monitored far more precisely than was possible in 2019. Users who log in through Rolling Slots login and already operate within a regulated digital environment could potentially receive information about licensed services without compromising responsible gambling principles. This approach is increasingly viewed as a realistic compromise between the interests of businesses, sports organizations, and the government.
What Would Change for Players
Even if certain provisions of the legislation are revised, most experts do not expect a return to widespread gambling advertising. On the contrary, the models currently under discussion envision even stricter oversight of marketing communications through the use of advanced digital technologies to protect consumers.
The highest priority remains responsible gambling. According to most participants in the debate, any future amendments should include mandatory age verification, stricter player protection requirements, and automatic restrictions preventing gambling advertisements from being shown to minors. Modern artificial intelligence algorithms are capable of identifying and filtering audiences far more effectively than the traditional advertising systems that existed several years ago.
Advertising restrictions also remain a key part of the discussion. Rather than removing the existing limitations altogether, policymakers are considering allowing promotional activity only for licensed operators within controlled digital channels where transparent monitoring, age verification, and continuous regulatory oversight can be guaranteed. Thanks to advances in digital marketing, these mechanisms have become considerably more effective.
For players, such an approach could offer several important benefits. Users would find it easier to distinguish licensed operators from illegal platforms, receive more reliable information about regulated gambling products, and continue benefiting from strong personal data protection and responsible gambling safeguards.
Advantages and Potential Risks of the Proposed Model
Advantages
- Better awareness of licensed gambling brands.
- Modern age verification and stronger protection for minors.
- AI-powered monitoring of advertising activities.
- More effective action against illegal operators.
- Continued commitment to responsible gambling principles.
Potential Risks
- The need for continuous monitoring of compliance with the new rules.
- Additional workload for the regulator.
- The possibility of inconsistent interpretation of certain provisions.
- The risk of increased advertising activity if oversight proves insufficient.
Which Compromise Models Are Being Discussed?
Despite the ongoing debate, the majority of market participants are not calling for the complete repeal of the Decreto Dignità. The most realistic scenario is considered to be a targeted regulatory reform that preserves the core principles of player protection while creating additional opportunities for licensed operators to promote their services. The central idea is to replace the current blanket ban with a more sophisticated monitoring system based on digital technologies.
One of the most promising solutions involves AI monitoring. Modern algorithms are capable of automatically analyzing advertising materials, verifying compliance with age restrictions, identifying breaches of legislation, and immediately reporting violations to the regulator. Compared with traditional supervision methods, such systems offer significantly higher levels of efficiency and transparency.
A new compliance strategy could also play a crucial role. Instead of reviewing individual advertising campaigns only after publication, regulators are considering continuous automated monitoring of licensed operators' marketing activities. This approach would enable faster detection of violations while reducing the administrative burden on compliant businesses.
Further improvements to public policy governing digital communications are also being discussed. Industry representatives propose drawing a much clearer distinction between the promotion of licensed operators and the activities of illegal gambling platforms. According to supporters of this approach, it would help consumers navigate the regulated market more easily while allowing authorities to concentrate enforcement efforts on the illegal sector.
Consumer protection remains at the center of every proposal. Nearly all of the models currently under consideration include mandatory age verification, intelligent monitoring systems for advertising campaigns, and strict limitations on aggressive marketing techniques. In other words, the debate focuses not on weakening regulation but on modernizing it through technology.
Main Regulatory Options Under Discussion
Model | Possible Outcome |
Maintaining the current rules | Maximum preservation of existing advertising restrictions |
Partial authorization for licensed brand advertising | Better consumer awareness while maintaining strict oversight |
Limited return of sports sponsorships | Additional commercial revenue for football clubs |
AI monitoring | Automated supervision of advertising content and legal compliance |
Age verification | Restricting minors' access to gambling advertising |
Enhanced compliance strategy | Continuous digital monitoring of regulatory compliance |
How Similar Models Operate Across Europe
Over the past several years, most European countries have moved away from a universal approach to gambling advertising regulation. Instead of implementing complete advertising bans, the United Kingdom, Denmark, the Netherlands, Spain, and several other jurisdictions have gradually introduced systems that combine strict government oversight with limited promotional opportunities for licensed operators.
In the United Kingdom, the primary focus is placed on advertising content, age restrictions, and responsible gambling requirements. Spain has imposed significant limitations on television advertising, yet licensed brands are still permitted to use selected digital channels while complying with strict regulatory rules. Denmark and the Netherlands have similarly prioritized continuous supervision of advertising activities rather than imposing a total prohibition.
Affiliate marketing also continues to play an important role. In many European jurisdictions, specialized information websites and affiliate platforms remain legitimate tools for informing users about licensed gambling products. However, these resources must comply with rigorous transparency standards, responsible gambling warnings, and audience age-filtering requirements.
Commercial partnerships between licensed operators and sports organizations represent another important aspect of European regulation. In many countries, such agreements remain legal but are subject to substantial restrictions. The use of minors in advertising is prohibited, marketing materials must comply with strict content standards, mandatory responsible gambling warnings are required, and advertising schedules are carefully regulated. This balanced approach supports the financial stability of professional sports while maintaining a high level of consumer protection.
European experience demonstrates that the most effective regulatory models are those built upon modern monitoring technologies, transparent legal frameworks, and continuous compliance oversight. For this reason, an increasing number of experts believe that the future of gambling regulation depends less on expanding or reducing restrictions and more on improving the quality and effectiveness of their practical enforcement.
What the Italian Market Can Expect Next
No official decision to revise the Decreto Dignità is expected before 2027–2028, but professional discussions surrounding the legislation are likely to continue. Increasing attention is being given to the implementation of RegTech solutions, AI-powered moderation of advertising content, Big Data for evaluating regulatory effectiveness, Open Banking, and digital user identification. These technologies have the potential to significantly improve the quality of government oversight without requiring a complete overhaul of the current regulatory framework.
Future discussions are also expected to focus on the advertising of sportsbook services, partnerships with Serie A clubs, and the use of automated systems to monitor marketing activities. Should any legislative amendments eventually be adopted, they will most likely apply exclusively to licensed operators and will be accompanied by even stricter player protection requirements.
Today, industry analysts assess the effectiveness of gambling advertising legislation not by the number of restrictions it imposes, but by its ability to simultaneously protect consumers, maintain the competitiveness of the licensed market, and limit the activities of illegal operators. These issues are explored in detail in modern Rolling Slots review publications, while real users frequently comment on the transparency of regulation and the quality of licensed services in Rolling Slots testimonials.
If Italy succeeds in establishing a balanced regulatory model, the market will be able to maintain a high level of player protection, strengthen the fight against the illegal gambling sector, and create more sustainable conditions for the development of both the licensed gambling industry and professional sports.