Italy's media regulator AGCOM on 11 August 2026 published new responsible-gambling advertising guidelines under the Dignity Decree, adopted on 29 July 2026 via Resolution 85/26/CONS. The rules require all 46 ADM-licensed online-casino and betting operators in Italy to stop using celebrity brand ambassadors in RG campaigns and to clearly separate responsible-gambling messages from brand marketing. The mandatory RG-communications spend stays at 0.2% of net revenue, capped at €1 million per operator per year.
Before these guidelines, responsible-gambling advertising in Italy was governed by the broad principles of the 2018 Dignity Decree, which banned direct commercial gambling advertising. Operators complied with the RG communications duty, but the line between educational messaging and disguised brand promotion was blurry. AGCOM ran a public consultation in the first quarter of 2026, refined the final text with operators, and finalised the guidelines on 29 July 2026.
We think this step by AGCOM is an important signal for the rest of the EU. Italy's rules around the ADM public complaints portal are already among the region's strictest, and now a purity standard for the RG messages themselves is added. It closes the widely used loophole where an RG spot featuring a celebrity face effectively worked as brand advertising, sidestepping the Dignity Decree ban.
In our view, the impact on players will be felt on three fronts. First — lower brand recognition through RG channels means a new player is less likely to be introduced to a specific brand via 'grey' content. Second — tipster accounts on TikTok and Telegram that push 'guaranteed' slot strategies remain outside the RG guidelines themselves, but AGCOM has explicitly acknowledged the problem and referred it to the hosting platforms.
Third — the 0.2% spend requirement with the €1M annual cap remains, but operators now have to visibly separate the RG budget from the marketing budget. That makes it harder to route around advertising restrictions via 'dual-purpose' campaigns of the sort we covered in Meloni's retail decree analysis. Disciplined players who manage their own budget and limits see no change — while newer vulnerable players face less grey-marketing pressure.
What do the new AGCOM rules change?
Resolution 85/26/CONS explicitly bans the inclusion in RG campaigns of celebrities, sports figures or public personalities who are already tied to the same operator's commercial brand. Operator logos can appear, but the responsible-gambling message must dominate; commercial slogans and promotional taglines are banned in RG creatives. Tipster concerns on social media are pushed to the platform level rather than the RG guideline itself.
When do the guidelines take effect?
AGCOM Resolution 85/26/CONS came into force on the date of publication, 11 August 2026, with a transitional period for campaigns already on air. Operators must align all new RG creatives with the new AGCOM criteria immediately; live campaigns must be brought into compliance by 31 October 2026. Sanctions for non-compliance are issued by AGCOM in coordination with ADM.
Who is affected outside Italy?
The decision directly touches only the 46 ADM-licensed operators active in Italy. But the precedent matters: other European regulators — from Germany to Sweden — are already reviewing the framework for RG communications. For a player in another jurisdiction, the nearest practical effect only shows up when an operator runs international campaigns featuring Italian faces.
Does it affect bonuses, deposits or withdrawals?
No. The AGCOM resolution deals strictly with the content of RG advertising and the use of celebrities or testimonials. It does not change bonus terms, wagering, deposit limits or withdrawal timelines. For a player already registered with an ADM-licensed casino, all active bonuses and session limits continue unchanged as of 14 August 2026.
What to do as a player: if you see an RG spot with a familiar celebrity face after 11 August, it is most likely a transitional campaign the operator is required to update by 31 October. Do not read that spot as a 'safety certificate' for the brand. Check the operator's ADM licence status in the public register before signing up, not via an RG creative. Set personal deposit limits and self-exclusion in your account, not via tipster recommendations.
As of 14 August 2026 we rate the new AGCOM package as a benchmark for other EU regulators: it targets marketing ethics without landing a direct blow on the legal market. Players 18+ should judge an operator by its licence register and their own experience, not by the face in an RG spot. If you feel at risk of addiction, use RUA in Italy, GAMSTOP in the UK, OASIS in Germany, Cruks in the Netherlands, Spelpaus in Sweden, SPA self-exclusion in Brazil or the CVV 188 helpline.