Italy's ADM clarifies legal status of gambling bonuses and advertising restrictions

Italy’s Customs and Monopolies Agency (ADM) confirmed that gambling bonuses remain legal but the language used in bonus advertising is now strictly limited. Under the 2019 Dignity Decree, operators may describe a bonus factually – stating its existence, conditions and mechanics – but may not use wording that creates urgency, excitement or encourages betting.

The guidance coincides with broader regulatory changes: since November 2025 all licensed online gambling operators must operate through a single master domain, a measure intended to simplify monitoring of marketing content. A comprehensive review of the advertising rules is slated for after Italy completes its land‑based gambling sector overhaul, expected by the end of 2026.

ADM emphasized that the clarification does not alter existing law, which remains under the jurisdiction of the communications regulator AGCOM. No immediate rule changes are planned, but officials noted ongoing discussion about the impact of strict advertising bans on unlicensed gambling activity.