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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.
With the release of a dynamic promotional video starring its ambassador, Simon Msuva, LEONBET continues a new chapter in its partnership with the Tanzanian national team forward.
Filmed in Tanzania, the campaign captures the energy of local football culture and highlights Msuva’s personality both on and off the pitch. One of the key moments of the video features the famous “Msuva Flip”- the player’s signature goal celebration, a backflip that fans immediately recognise whenever he scores.
The video is fast-paced and vibrant, reflecting the passion of Tanzanian football fans.The campaign also features Baraka Mpenja, a well-known sports commentator and voice of Tanzanian football, who brings additional authenticity and connection to the local audience.
Simon Msuva is known not only for his performances on the field but also for his strong charisma. According to the production team, he quickly immersed himself in the filming process and brought the same vibrant energy and character that fans associate with his game.
During the recent season, Msuva has scored several memorable goals that drew attention from fans and sports media alike. That excitement and emotion became the foundation for the new campaign.
“This campaign is part of our broader strategy to get closer to sports fans and build a stronger emotional connection with our audience. Working with talents like Simon Msuva allows us to speak the same language as the fans and be present where their passion is.” said Jérôme J. D., Regional Director of Operations.
The video continues the collaboration between LEONBET and Tanzanian national team captain Simon Msuva and supports the brand’s ongoing engagement with football fans in Tanzania.
The N1 SEO Traffic Cup, the first tournament in the global N1 Traffic Cups series by N1 Partners, is approaching its midpoint, and competition between teams is getting stronger. Participants continue scaling volumes, refining their strategies, and actively adding new brands to boost their N1 Cup Score and secure positions in the reward tiers.
More than 200 teams are still in the game, striving to achieve KPIs to gain participant status and reach the prize levels.
Win Big with N1 Partners
The prize pool of the N1 SEO Traffic Cup is one of the most extensive and flexible in the industry. Participants are grouped into performance-based levels: the more points they earn, the greater the rewards, and each team can choose a prize or cash equivalent from their level.
Level 1 (7,000+ points) – €25,000 per team
- VIP experience at the Formula 1 Monaco Grand Prix
- Trip to a FIFA World Cup 2026 match in the USA
- 7 nights in the Maldives with business class flights
- Rolex Cosmograph Daytona
- BMW S 1000 XR motorbike
- Hublot Unico Titanium
Level 2 (3,500–6,999 points) – €15,000 per team
- One week of golf at Monte Rei with a private villa stay
- Private island getaway in the Seychelles (Four Seasons Desroches Island)
- Ducati Monster motorbike
- Bottega Veneta travel kit
Level 3 (1,500–3,499 points) – €7,000 per team
- Zero-gravity flight (90 minutes)
- Custom Luxury ski or snowboard gear set of your choice
- Balenciaga Snowboard
- Cartier Juste un Clou bracelet
- Kronos Massage Chair
Level 4 (500–1,499 points) – €5,000 per team
- Apple Vision Pro
- MacBook Pro M4
- Cartier LOVE ring
- Pioneer OPUS-QUAD DJ system
- Sonos Arc Ultra home audio system
- Dior beauty set
Participant Giveaways
Even if a team doesn’t reach a reward level, the opportunity doesn’t end there. Bringing just 20 FTD on any brand unlocks participant status and access to a separate prize draw, featuring PlayStation 5 Pro, iPhone 17 Pro Max, and exclusive N1 Partners merch.
This means you still have a real chance to win prizes, even with a late start or smaller volumes.
How to increase your chances of winning
The key tournament metric is the N1 Cup Score, calculated as: FTD × brand coefficient.
The coefficient depends on how many brands you run:
- 1 brand – 1x
- 2–3 brands – 2x
- 4+ brands – 5x
This means teams that diversify traffic across multiple products gain a strong strategic advantage and scale results much faster.
Why join the race now
The final stage of the tournament is not just about holding positions. It’s the perfect moment to rethink your strategy, test new approaches, and maximize the value of your current traffic.
Late entry is no longer a limitation. With the right approach to brands and GEOs, teams can quickly scale FTD and break into the reward tiers.
Period: March 1 – April 30, 2026
Results announcement: by May 10
Entry: from 20 FTD per brand
N1 Partners means:
- 14+ casino and sportsbook brands with up to 70% Reg2Dep
- 10+ Tier-1 GEOs
- CPA up to €700 and RevShare up to 45% + NNCO for top partners
Be number one with N1.
N1 Partners is heading to Conversion Conf Warsaw 2026, one of the key gatherings for affiliate marketing professionals, taking place on April 1–2 in Warsaw. The event will bring together top affiliates, advertisers, and industry experts, creating the perfect environment for networking, deal-making, and sharing insights.
At Conversion Conf, the N1 Partners team is focused on what matters most: building strong partnerships, discussing high-converting traffic opportunities, and closing deals that scale. Whether you’re looking for exclusive offers, fresh GEO insights, or reliable long-term collaboration, this is where conversations turn into results.
As an active sponsor of the event, N1 Partners is also enhancing the on-site experience for attendees. At this hot and dynamic conference, you’ll be able to stay refreshed with branded water bottles, keeping you energized throughout the day. And if you’re looking to step away from the buzz, the N1 branded PSP zone offers a space to relax, recharge, and enjoy a more laid-back atmosphere while staying connected to the community.
What to expect from N1 Partners
A special focus this time is the N1 SEO Traffic Cup — our exclusive competition for SEO affiliates. At the event, attendees can connect directly with the team,and explore the best strategies for their traffic to climb the leaderboard and maximize results.
At Conversion Conf, N1 Partners is all about what actually drives results:
- high-quality traffic partnerships
- exclusive deals for Tier-1 GEOs
- insights into top-performing funnels and conversion drivers
Book a Meeting with Our Affiliate Managers
To make the most of Conversion Conf Warsaw, book a meeting with N1 Partners in advance and discuss partnership opportunities directly on-site.
- Vlad – Affiliate Team Lead
- Shirin – Affiliate Manager
- Victoria – Sokolenko, Affiliate Manager
- Aleksandr – Affiliate Manager
- Artem – Affiliate Manager
Why meet N1 Partners
Conversion Conf Warsaw is the right place to explore:
- 14+ casino and sportsbook brands with Reg2Dep up to 70%
- Top deals across 10+ Tier-1 GEOs
- CPA up to €700 for high-performing traffic, RevShare up to 45% + NNCO for top partners, and hybrid models
If you’re attending Conversion Conf, don’t miss the chance to meet N1 Partners in person.
Let’s talk traffic, deals, and growth.
Be number one with N1 Partners.
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