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Advertising gambling in Italy: how the dignity decree has affected online casinos
One of the oldest pastimes, the fine sport of gambling, is at risk with strict new laws taking effect in countries like Italy, with the government’s 2018 implementation of the Dignity Decree that directly affects advertising gambling in Italy.
The creation of the Dignity Decree placed a strict ban on gambling-related companies from advertising, providing sponsorship, the marketing of gaming services & products, and all promos related to gambling including on billboards as well as online.
Talk about a challenge for gaming companies operating in Italy, this decree hits advertisers and sponsors hard but also sponsees, such as with soccer clubs are losing huge amounts in potential sponsorships from online gambling companies.
What is the Italian gambling dignity decree?
The Italian Gambling Dignity Decree would be approved and implemented in 2018 drastically changing the way in which gambling-related companies would be able to advertise within Italy. The general gist of the decree prevents direct and indirect gambling related advertising such as commercial ads, billboards, and sponsorships either in print form or online including social media platforms. A financial nuisance and major obstacle for the surge of online gambling companies that have recently hit the online space in Italy.
The purpose of the Italian Gambling Dignity Decree, which was ushered in by Italy’s Autorità per le Garanzie nelle Comunicazioni (AGCOM), was to establish a layer of control and protection for Italian citizens reducing exposure to gambling opportunities and therefore preventing a potential rise in gambling addiction.
Another key component of the Decree was the new layer of player protection being provided. In just the last year alone due to COVID-19 and mandatory stay-at-home orders imposed throughout Italy there has been a steep rise in the number of online gamblers with a diverse background counting young professionals and elderly amongst the spectrum of players.
The caveat of the dignity decree is the ability for companies to advertise if promoting and pushing messages surrounding responsible gambling and legal gambling products and services, however even during these promotional campaigns gambling companies are still not permitted to use their logo or branding.
The country’s gambling advertising ban on sports
The Italian gambling Dignity Decree has had an immediate and direct effect on sports in Italy from the Olympics all the way to A series sports clubs. As most of Italy’s sports clubs work with betting companies through sponsorship support the loss in ability to advertise alongside them is leaving clubs at a financial disadvantage.
Post COVID and a year-long shutdown the sporting industry including football clubs have had to aggressively rally to find new business solutions pressing them to demand from the Italian government a suspension of the Decree.
Getting new clients with the Italian gambling advertising ban
The question you’re probably asking yourself is the same question every gambling company operating in Italy once asked: So then how do we acquire new clients if we aren’t permitted to advertise?
Let’s see the possibilities a company has with the advertising ban:
What’s banned by the Italian gambling Dignity Decree
As we mentioned above, the Italian gambling Dignity Decree limits the possibilities of advertising gambling in Italy.
To protect Italian players it prevents both, direct and indirect gambling related print and online advertising including commercials, sponsorships and billboards.
Advertising gambling in Italy: what’s still possible?
Despite Italy’s Anti-gambling 5Star movement and the current administration’s support of the Decree there have been countless pleas from the business, sports and gambling-related sector to suspend the Decree.
The holy grail of workarounds for gambling companies is the popular online practice of affiliate marketing. Affiliate marketing occurs when online companies pay websites to mention and link their company.
The advertisement in this marketing tactic involves text and links (SEO) as opposed to flashy advertisements oftentimes found on the side of articles we read, or our Facebook feeds, or even the advertisements when we Google search.
Casino comparison sites in Italy
Affiliate marketing in Italy is essential for online gambling companies to be able to reach potential new players while respecting the italian gambling advertising ban.
The necessity of affiliate marketing for advertising gambling in Italy has then created the need for casino comparison sites such as ProCasino, where players can find all the casinos related information in one place and can pick the one that best fit their needs.
These casino comparison sites are flooding the online space, with new sites operating and catering to gambling-related companies in need of affiliate marketing. These sites tend to create a spreadsheet of comparisons including the gambling company’s welcome deposit bonuses, fee amounts, payout times and a number of other key information a player may be interested in learning.
A popular new section being added to comparison sites includes the deposit and payout options as gambling-related companies are finding Millennial and Gen Z users in particular looking more and more to use cryptocurrencies when playing.
Conclusion
In conclusion, we can say that the Italian gambling Dignity Decree, as much as it is making advertising gambling in Italy through common practices almost impossible, it has also proved its effectiveness in protecting players.
Furthermore, the Italian gambling advertising ban is permitting the growth of casino comparison sites that provide updated information on various providers. Each user can then compare all the platforms, evaluate which one best fits his knowledge, possibilities and needs.
News
8 Years Of Trust And Growth: The Story Of The N1 Partners × Askgamblers
Since 2018, one of the iGaming affiliate leaders, AskGamblers, has been partnering with N1 Partners, right from the beginning of the affiliate program’s rise. This collaboration has evolved into a proven growth engine for both brands.
Partnering for Scale: Why AskGamblers Chose N1 Partners
Working together, AskGamblers and N1 Partners have leveraged data-driven optimisation across GEOs. This lets AskGamblers scale traffic and conversions while N1 Partners deepens its footprint across key markets.
When the N1 Puzzle Promo was announced, the AskGamblers team shared their reaction:
“We received exciting news from our esteemed N1 Partners affiliate manager regarding this promotion. We are particularly thrilled about the grand prize – a helicopter – and are fully committed to participating with the goal of winning it!” said the AskGamblers team.
Driving SEO Traffic: The AskGamblers Formula
The AskGamblers’ focus is on providing genuine value and a high-quality user experience, so that visitors don’t just arrive, but return. That aligns seamlessly with N1 Partners’ philosophy of not just driving volume, but building players with retention and lifetime value.
“Secrets and tips exist in every domain. Still, great things are accomplished through hard work, an open mind, adaptability, and curiosity. Users will come back because of the added value and the best experience,” the AskGamblers team emphasised.
Stepping into the Race: AskGamblers Joins the N1 Puzzle Promo
When N1 Partners launched its huge-scale promotion campaign, the N1 Puzzle Promo, AskGamblers was quick to take a leading position. This promo offers a global affiliate competition with standout luxury prizes, including a grand prize – Robinson R22 Beta II helicopter – and a leaderboard structure that drives performance.
As soon as the promo launched, the AskGamblers team decided to go for the grand prize and dominate the leaderboard. With the guidance and support of N1 Partners’ affiliate team, the AskGamblers team selected several brands from the N1 portfolio, prioritising high-converting brands within the network, pivoted resources, and increased focus on SEO and long-term traffic value.
Leaderboard Mindset: Motivation, Competition & Expectations
AskGamblers is a highly competitive team, and the N1 Puzzle Promo format hits the mark. For N1 Partners, this speaks directly to our goal: bringing top-tier affiliates into big campaigns where they can shine and scale.
As participants get closer to the final stage of the N1 Puzzle Promo, the competition becomes even more intense, with the AskGamblers team confidently maintaining its position in the top 10 and actively moving towards the prize-winning places.
Beyond Traffic: What Success Looks Like
If AskGamblers wins the helicopter, the vision is as bold as it is fun.
“Wouldn’t it be great to skip notorious traffic and take a helicopter ride to the next iGaming event?” said the AskGamblers team.
Such an approach shows that this is about partnership, performance, and flair — not just metrics.
The N1 Puzzle Promo runs through the end of 2025, giving you a live chance to climb the leaderboard, win luxury prizes, and capture the grand prize: a Robinson R22 Beta II helicopter.
Don’t wait, sign up now, drive high-quality traffic and earn puzzle pieces! With N1 Partners’ multi-brand affiliate program, dedicated support, and global reach, your chances of rewards are streamlined. Join the race, collect your puzzle pieces, and hit the top!
Plus, there is a special bonus activity to earn even more puzzle pieces, and premium prizes. From September 1 to November 30, enter the 2nd lottery of the N1 Puzzle Promo with a fresh set of luxury prizes.
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Special Missions in N1 Puzzle Promo: Two Weeks Left to Grab Extra Puzzles!
The race for the grand prize of N1 Puzzle Promo – a real Robinson R22 Beta II helicopter – is entering the final stretch! Just two months left until the promo ends on December 31, and only two weeks to earn extra puzzle pieces and get a chance to win the exclusive “Pilot Course” VR set by completing special missions.
Deadline: November 15
How to join the final challenge and get +3 bonus puzzles (+ an automatic entry into the VR set draw):
- Be an active participant of N1 Puzzle Promo and earn at least one puzzle for your traffic.
- Share positive feedback about your experience with N1 Partners on four platforms:
- Follow N1 Partners on social media:
- Complete a short N1 Partners feedback survey.
What’s inside the “Pilot Course” VR set:
- Meta Quest 3 (128 GB)
- Licensed VR simulator
- PC-compatible cable
Time is running out – this is your moment to break into the leaderboard and boost your chances to take home the helicopter!
Don’t wait – complete your special missions before November 15 and get closer to the sky.
Find full details on our official website.
Be number one with N1!
News
Power affiliate QiH Group rebrands to Quantum to reflect ambitious diversification strategy
The tech powerhouse has a new website, name and branding that are set to take the affiliate marketing company into the next 10 years.
Quantum International Holdings, the affiliate formerly known across the tech, sports, iGaming betting industries as QiH Group has launched its official rebrand to Quantum. With a new-look website, logo and assets, the company has chosen the pared down name to reflect the strategic direction it will be taking, starting in 2026.
Speaking about the change, Quantum CEO Jamie Walters said: “I’m incredibly proud and excited to share the next chapter in our journey: the evolution of QiH into Quantum. For over a decade, QiH has been our foundation, a story of success, growth and innovation in iGaming. But the world – especially digitally – moves fast, and so do we.
“‘Quantum’ was already in our name, so we’ve simplified and streamlined, and it now represents the next version of who we are and where we’re going. A rebrand is about a lot more than a new logo, colours and identity – we’ve also evolved our mindset, ambition and of course, our strategic direction.
Walters continues: “Over the past few months, the Quantum team has worked tirelessly to get to this exciting new stage for our growth. We’re building on everything that has already made QiH Group so brilliant – our talent, creativity, and data-driven approach – and supercharging it to perform on the biggest global stage.
“Our vision is simple: to expand our affiliate marketing roots to become the world’s most-used digital comparison service, delivering simplicity and value to millions of users around the globe.”
Tom Murch, creative director at Quantum, shared: “The rebrand brief was simple: evolution. This wasn’t just about a new identity, it was about building on a decade of growth and turning momentum into acceleration. Quantum is the brave new chapter in our story, a brand, a strategy, a mindset, and a framework for high performance culture at scale and where elite talent can really thrive.”
The story so far
QiH Group was launched in London in 2014 to address a gap in the iGaming affiliate market for smart, digital-first, data-focused affiliate partnerships for iGaming operators.
The company has seen a host of accolades, such as:
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Moving from 21st to 15th on EGR Global’s Power Affiliates list in 2025
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Growing from five initial employees to 60 now
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Hiring an experienced C-suite of talent, including a CFO, CMO and CTO and promoting internally for their COO
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Building our entire tech team from outsourced to a fully in-house, tech capability, expanding the team from 0 to 14 employees this year
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Shortlisted for eight major awards in iGaming, from Employer of the Year to Affiliate of the Year
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Fostering years-long relationships with Tier 1 operators
“2026 and beyond are going to be incredibly exciting times for Quantum, and we’re so pleased to be bringing a new look, simplified name and a honed strategic direction and operational delivery for our clients – and of course, an environment where our talented and ambitious team can thrive,” says Walters.
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