- ▸Italian lawmakers are prioritising major reforms to gambling regulation in Spring 2026.
- ▸Debate reignites around the potential repeal of the 2018 Dignity Decree's full ban on gambling advertising and sponsorships.
- ▸Retail gambling laws and licensing procedures are under review, as the government weighs new regulatory models.
- ▸The timeline for decisions is tight, with political and industry stakeholders pressing for clarity ahead of expected legislative deadlines.
What Happened
This Spring, the government of Prime Minister Giorgia Meloni has made overhauling Italy’s gambling regulation a high-priority agenda item. Attention is not just on retail gambling reforms but also on the controversial 2018 Dignity Decree, which imposed a blanket prohibition on gambling advertising and sponsorships across the country.
The policy debate is being led by senior figures within the Meloni administration, including ministers responsible for the economy and regional affairs. These officials are working to draft legislative amendments amid mounting calls for clarification and modernisation of Italy’s gambling regulation, most notably from regional authorities and industry bodies. The government is facing imminent deadlines to deliver a coherent and balanced framework that addresses both economic objectives and responsible gambling objectives.
Why It Matters
Italy represents one of Europe’s largest gambling markets, with retail and online stakes generating billions annually. The regulatory landscape, however, has been fragmented and frequently politicised, particularly since the implementation of the Dignity Decree in 2018. That decree, introduced as part of wider labour market reforms, banned all forms of gambling advertising, including television, print, radio, and sports sponsorships.
€19.6 billion — Gross gaming revenue generated by Italy’s regulated gambling sector in 2023, making it among Europe's most lucrative markets.
The impact of the advertising ban has been twofold. On one hand, regulators hoped to reduce problem gambling rates and youth exposure to betting messages. On the other, licensed operators have complained about an uneven playing field, as offshore providers remain accessible to Italian consumers via digital channels, often sidestepping national restrictions.
Retail gambling has faced its own set of challenges. Italy’s system relies heavily on regional licensing, resulting in inconsistent application of rules and a proliferation of so-called “grey market” establishments that evade taxation and consumer protections. Without a clear, unified legal framework, enforcement has proved patchy and market confidence has suffered.
For both the Italian gambling industry and international stakeholders, the new reform push signals a rare opportunity to address systemic shortcomings. Legal clarity could create a more predictable environment for investment, while a recalibrated approach to advertising could help legal operators recapture market share from unlicensed competitors.
Industry Context
Italy’s regulatory overhaul comes in the midst of broader shifts across the European gambling landscape. The growing consensus among EU policymakers is that advertising bans alone may not sufficiently protect consumers, especially in an era of digital cross-border gambling. Countries such as Spain and the Netherlands have experimented with restrictive advertising frameworks, yet have also faced criticism over enforcement and the resulting migration of players to offshore sites.
Within the Italian context, industry groups have repeatedly called for the repeal or significant modification of the advertising ban, emphasising its counterproductive consequences. They argue that legal operators are rendered invisible, eroding channelisation while diminishing the effectiveness of social responsibility initiatives that depend on direct consumer communication.
Retail gambling, meanwhile, remains a vital component of Italy’s gaming economy, particularly in small towns and regions where betting shops and gaming halls contribute to local employment and tax revenue. Ensuring these businesses operate within a licensed, monitored environment is seen as key to maintaining both state income and public trust.
For further background on Italian gambling laws, see our Italy gambling regulation page.
Regulatory Background
The Dignity Decree, enacted in July 2018, represented one of the strictest approaches to gambling advertising in Europe. Backed by the previous populist government, it outlawed virtually all promotional activity by gambling operators, including sponsorship deals with sports teams. Critics say the measure drove Italian players toward unregulated online brands, which continued to advertise via social and digital channels based outside Italian jurisdiction.
Parallel to advertising restrictions, Italy's regional retail licensing regime has created uncertainties for operators. Each region has set its own rules on shop numbers, locations, and opening hours, spawning a patchwork of requirements that complicates national compliance. The Meloni government’s reform effort is expected to seek greater uniformity and central oversight.
What Happens Next
The next few months are set to be decisive. Meloni’s cabinet has reportedly set deadlines for draft reforms, with proposals expected to be unveiled before the summer parliamentary recess. Industry stakeholders and regional authorities are engaged in ongoing consultations, seeking to influence the direction of reforms. Legislative deliberations will determine whether Italy moves toward a single regulatory model and whether the advertising ban will persist, be modified, or repealed outright.
Sources
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