Agcom accelerates new guidelines for gambling communication: publication expected before the football season.
London – The new guidelines on commercial communication in the public gambling sector could see the light of day before the start of the next football season. This is the indication that emerged from the speech by Davide Gallino, Director of Media Services at AGCOM, during the panel “Italy Update: The New Rules for Gambling Advertising and Their Impact on the Market”, hosted as part of iGB L!VE 2026 and organized by ItalianGamingNews.it
In his speech, Gallino illustrated the progress of the work that the Authority for Communications Guarantees is carrying out to define a clearer regulatory framework that is more aligned with market evolution, with particular attention to new digital communication methods and the increasingly central role of social platforms.
The objective, explained the Authority representative, is to provide operators with a set of interpretive criteria capable of promoting a uniform application of current regulations, reducing the uncertainties that have characterized the sector in recent years. Rather than introducing new rules, the guidelines intend to offer an operational reference, capable of concretely guiding the commercial communication activities of operators.
Gallino also recalled how the document is the result of a process of consultation with the market. The public consultation involved trade associations, licensees, and other stakeholders, allowing the Authority to gather observations and contributions useful for defining the final text.
Without going into the merits of the content of the new guidelines, AGCOM’s Director of Media Services confirmed that the measure is now in the final stage of the approval process and will soon be submitted for examination by the Authority’s Board.
If the schedule is respected, publication could take place by the end of August, thus offering the market a defined interpretive framework ahead of the start of the new football season, a period traditionally characterized by an intensification of communication and marketing activities.
Gallino’s intervention confirms AGCOM’s desire to accompany market evolution with regulatory tools capable of ensuring greater legal certainty and a more homogeneous application of the rules, in a context where the growing complexity of digital channels makes a clear, shared, and updated reference framework increasingly necessary.
