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Advertising gambling in Italy: how the dignity decree has affected online casinos

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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.

 

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More transparency, better tools, a brighter future: MiglioriCasinoItalia revolutionizes the market with new features

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More transparency, better tools, a brighter future: MiglioriCasinoItalia revolutionizes the market with new features

 

MiglioriCasinoItalia is evolving, introducing a new suite of features set to transform how users choose where to play online. Already a benchmark in the Italian comparison space, the platform is now doubling down on transparency, responsibility, and advanced tools to help users make more informed decisions.

There are four key new features introduced to the platform. The License Comparator allows users to compare operator licenses instantly, clearly distinguishing between those regulated by ADM and those operating without Italian official authorization. Alongside it, the License Checker enables users to verify the status of an operator’s license in real time.

Soon to be released is the Casino Comparator, a feature that will allow users to compare multiple casinos side-by-side, based on key factors such as welcome bonuses, payment methods, and game selections. With an intuitive interface and customizable filters, users can view platform differences in seconds, making the selection process faster and more efficient.

Rounding up the update is the Playtest Report section, which adds depth to each casino review by showing the team’s hands-on experience with each operator — tested games and achieved outcomes—to ensure an even greater level of transparency.

These innovations come at a pivotal time for the industry. While Italy’s online gaming market is growing, it is also facing increasing regulatory pressure. The new online gambling reform is expected to fully take effect in September, after a deadline extension. This change signals a radical shift on the horizon: higher licensing costs, fewer authorized operators, and a more competitive market. In this changing landscape, MiglioriCasinoItalia positions itself as the go-to, trustworthy guide users can always rely on, providing tools designed to simplify their decision-making.

“Our mission has always been clear: to provide users with concrete, accessible, and up-to-date tools to help them choose where to play — empowering informed decisions,” says Angelo Vecchione, Website Manager of MiglioriCasinoItalia. “These features were developed through close observation of user behavior and from a strong vision for the industry’s future.”

“As the number of licensed operators decreases and their individual market share rises, having a clear and trustworthy go-to resource becomes crucial,” Adds Paolo Strano, Affiliate Manager and market expert at MiglioriCasinoItalia.

MiglioriCasinoItalia has evolved beyond a simple comparison tool: today, it guides, informs, and empowers.

The future of gambling won’t wait. With MiglioriCasinoItalia, users are already part of the next generation of casino comparison.

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Awards

MightyTips is shortlisted for Sportsbook Affiliate of the Year at SBC Awards Europe

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MightyTips is shortlisted for Sportsbook Affiliate of the Year at SBC Awards Europe

 

MightyTips has been nominated for the Sportsbook Affiliate of the Year award at the SBC Awards Europe 2025. This is the second successive year that the iGaming hub has been shortlisted in this category, where it will compete against industry giants such as Flashscore, Gentoo Media, and North Star Network.

The nomination recognises MightyTips’ increasingly prominent position within the sector and its contribution to the affiliate landscape following a year of significant growth, including an expanded portfolio of multilingual sites, increasing its total to 19 by the end of 2024.

The brand has also launched the MightyQs interview series, which focuses on partnerships between sportsbooks and big sports names. Furthermore, MightyTips has struck upon several collaborations with notable iGaming operators such as 888Starz and Roobet.

Eugene Ravdin, Head of PR at SEOBROTHERS, said: “Being nominated for the Sportsbook Affiliate of the Year award is a testament to the hard work, knowledge and dedication of the MightyTips team. We continue to go from strength to strength, and everyone involved should be proud of their achievements over the last twelve months. We will continue to deliver high standards, and we cannot wait to see what we can accomplish over the next year.”

SBC Awards Europe

The SBC Awards Europe will take place on June 12th, 2025, on the final day of the SBC Summit Malta at the Hilton Malta. It will reward operators, affiliates, suppliers, and game developers throughout Europe who have contributed significantly to the sports betting and iGaming landscape.

This year’s awards have attracted a record-breaking number of nominations. Each entry is assessed by a hand-picked judging panel of industry experts. The ceremony will welcome 400 guests from across the sector, with awards handed out in 34 categories.

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EEGS Launches its First Affiliate Webinar of 2025: Exploring the Affiliate’s Role in Responsible Gaming

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EEGS Launches its First Affiliate Webinar of 2025: Exploring the Affiliate’s Role in Responsible Gaming

 

The Eastern European Gaming Summit (EEGS) is proud to announce the first edition of its Affiliate Webinar series for 2025, taking place on May 13 at 2:00 PM CET. Titled “Balancing Compliance and Conversion: The Affiliate’s Role in Responsible Gaming,” the session will explore the critical role affiliates play in today’s iGaming environment and the increasing importance of responsible practices in performance-driven marketing.

The webinar session will be led by Gjorgje Ristikj, a seasoned professional with over a decade of experience in the affiliate space. As the Founder of Gamblers Connect and Co-Founder & CEO of RankRadar, Gjorgje brings a wealth of knowledge from co-founding the first Macedonian Poker Affiliate website to leading award-winning projects like Gamblers Connect and consulting in iGaming Affiliate Management. He will share practical insights drawn from real-world examples, industry trends, and proven campaign strategies.

The webinar will cover a wide range of timely topics, including the evolving landscape of affiliate marketing, the importance of aligning with responsible gaming principles, and navigating today’s increasingly complex compliance requirements. Attendees will also learn how to leverage tools and technologies to support compliant and transparent operations.

Whether you’re an affiliate, operator, or marketing professional in the gaming industry, this session promises actionable strategies for balancing ethical practices with business performance.

Registration is free and open. All participants will receive a Certificate of Attendance after the session.

Secure your spot today and join the conversation on the future of affiliate marketing in iGaming: https://us06web.zoom.us/webinar/register/WN_FopPMF04SZ6uDB5AEBf_PA

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