TITLE: Italy's Communications Authority Publishes Responsible Gaming Campaign Guidelines Restricting Testimonials and Logo Use
BODY:
On August 10, 2026, Italy's Authority for Communications Guarantees (Autorità per le Garanzie nelle Comunicazioni — Agcom) published new guidelines for responsible gaming communication campaigns targeting operators and media. The guidelines introduce strict restrictions on the use of testimonials, brand logos, and promotional messaging to prevent circumventing existing advertising prohibitions under the Dignity Decree.
Agcom prohibits testimonials in responsible gaming campaigns, determining that their use could reinforce the perception of gambling as a normalised activity rather than emphasising prevention messaging. The authority specifically bans testimonials already associated with other activities using the operator's brand, and it addresses the proliferation of uncontrolled social media accounts operated by tipsters claiming predictive abilities for games of chance. Regarding logo usage, operators may display their brand only for identification purposes to confirm the communication originates from an authorised, legal operator, but the logo must occupy minimal visual space without animations, with prevention messaging taking clear precedence. Commercial slogans, promotional payoffs, and references to bonuses or promotions are prohibited.
The guidelines incorporate nine European risk markers to identify potentially problematic gambling behaviours, including sudden changes in betting volume or frequency, accelerated play pace, increased deposit frequency, withdrawal request cancellations, prolonged sessions particularly during night hours, simultaneous use of multiple products, and repeated attempts to modify spending limits. These markers must guide public awareness campaigns and feed automated moderation notification systems operators send to account holders displaying anomalous signals. Agcom establishes age-specific protections for minors and the 18–24 age group through tailored, non-promotional messaging rather than exclusion from targeting. Physical retail materials and digital channels must remain free from incentivising elements, direct links to gambling offers, and content inappropriate for minors.
REFERENCES:
Agcom Guidelines for Responsible Gaming Campaigns (August 2026): https://www.agcom.it/