The Codacons announces a formal complaint to AGCOM against Andrea Pirlo, requesting the opening of an investigation for alleged violation of the ban on gambling advertising and sponsorship.
The latest initiative by Codacons concerns the activities of former midfielder Andrea Pirlo, candidate for the new national team head coach position, as he is a testimonial for a betting company based in Russia: according to the consumer association, Pirlo’s appointment as coach would result in indirect promotion of that betting brand—which is illegal in Italy—making it accessible to Italian users through the former footballer’s social media channels and other communication activities associated with him.
At the center of the consumer association’s challenge is Article 9 of the Decreto Dignità, Legislative Decree 87/2018, which imposes a ban on any form of advertising, sponsorship, or promotional communication, direct or indirect, relating to games or betting with cash prizes. According to the association, the testimonial activity carried out by the former national team playmaker would constitute promotional communication prohibited by Italian law even when the client is a foreign operator, due to the accessibility of the content within national territory.
On the sanctions front, Codacons notes that, if the complaint is upheld, the Communications Regulatory Authority (AGCOM) can impose a financial penalty equal to 20% of the sponsorship value. The legislation provides for joint and several liability involving the client, the advertising agency, the distribution channels, and the testimonial who lends their image, resulting in financial exposure for all parties in the promotional chain.
Parallel to the administrative proceedings before the Authority, the association has announced a second intervention on the administrative justice front. Should the Italian Football Federation formalize Pirlo’s appointment as national team head coach, Codacons will appeal to the TAR of Lazio to request its annulment, arguing the former footballer’s incompatibility with managerial roles in Italian football precisely due to existing contractual relationships with the Russian betting company. The appeal, according to what has been announced, will be filed promptly should the Federation officially confirm the technical appointment.
The case fits within a regulatory context in which the extraterritorial application of the Decreto Dignità is subject to growing attention from Italian authorities, with particular reference to advertising conveyed through social platforms by public figures linked to operators with foreign licenses. AGCOM’s decisions on the complaint and FIGC’s decisions regarding the national team’s technical leadership will mark the developments of the case in the coming weeks.
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