Is Italy's Gambling Advertising Ban Working?

Italy's 2018 gambling advertising ban — enacted through the Decreto Dignità — has not achieved its stated goals of curbing underage gambling or reducing illegal activity. A 2022 Italian Parliamentary Commission of Inquiry found continued growth in both areas despite the restrictions, and the Italian Football Federation (FIGC) has formally called the ban "largely ineffective" in an April 2026 report to parliament.

What the Decreto Dignità Actually Banned

The 2018 decree prohibited all forms of gambling advertising and sponsorship across Italian media. This included television, radio, print, digital, and critically, sports sponsorships — the primary revenue channel connecting operators with football audiences.

Before the ban, gambling operators were among the largest shirt sponsors in Serie A. The restriction eliminated this revenue overnight, creating a funding gap that Italian football has struggled to fill.

What Happened After the Ban

The evidence from seven years of enforcement paints a clear picture:

• Online gambling revenue continued to grow. Italy's online gross gaming revenue is projected to surpass €5.5 billion by the end of 2026, making it one of Europe's largest markets by turnover and tax yield
• Underage gambling did not decline. Parliamentary investigators found no measurable reduction in minors accessing gambling products
• Illegal operators thrived. Without legal advertising channels, offshore and unlicensed operators faced less competitive pressure from regulated brands
• Football lost major revenue. Italian clubs lost access to sponsorship deals that fund youth development, facilities, and operations

Meanwhile, other European leagues retained gambling sponsorships under various regulatory models. The English Premier League agreed to a voluntary ban on front-of-shirt gambling sponsors effective from the 2026/27 season — but only after years of industry-led transition planning, not an overnight prohibition.

The FIGC's Counter-Proposal

In April 2026, outgoing FIGC president Gabriele Gravina presented an 11-page report to the Chamber of Deputies proposing two specific reforms:

A gambling levy on football-related betting. Revenue from a tax on gambling turnover or winnings tied to football would be ring-fenced for youth development, stadium infrastructure, and problem gambling initiatives. Several European countries already operate similar models. Gravina argued Italy could implement this by transposing an existing EU directive.

A review of the advertising ban. The report called for reconsidering the blanket prohibition in favour of a regulated sponsorship framework that allows operators to fund football under strict conditions.

The political context matters: Italy consolidated its online gambling market from over 400 operating domains down to 52 licences in November 2025. This oligopoly-style restructuring concentrates revenue among fewer, larger operators — entities with the resources and compliance infrastructure to sponsor responsibly under regulated conditions.

What This Means for Operators

For B2B providers and operators watching Italy, several dynamics are in play:

• Regulatory reform is on the table but not yet legislated. No formal bill to replace the Decreto Dignità has been introduced in parliament as of April 2026
• The 52-licence structure creates opportunity. Fewer, larger operators have more leverage to negotiate sponsorship frameworks and more incentive to support responsible gambling measures that justify advertising access
• The data argument is building. Seven years of evidence showing the ban failed its objectives gives reform advocates a strong empirical case
• Other markets are watching. How Italy resolves the tension between public health goals and the demonstrated ineffectiveness of blanket bans will influence regulatory thinking across Europe

Frequently Asked Questions

Did Italy's gambling ad ban reduce problem gambling? No. Parliamentary investigations found no measurable decline in underage or problem gambling after the 2018 Decreto Dignità took effect. Illegal gambling also continued to grow.

Can gambling operators sponsor Italian football clubs? Not currently. The Decreto Dignità prohibits all gambling advertising and sponsorship in Italy, including sports sponsorships. The FIGC is lobbying to change this.

How big is Italy's online gambling market? Italy is one of Europe's largest regulated gambling markets, with online gross gaming revenue projected to exceed €5.5 billion in 2026. The country consolidated to 52 online licences in late 2025.