Several years after introducing an almost complete ban on gambling advertising, Italy is once again considering changes to the Dignity Decree. For the licensed market, this could become one of the most significant reforms since the launch of the country’s new licensing framework. The government’s objective is not to restore unrestricted casino and sportsbook advertising but to replace the current blanket prohibition with a more modern regulatory model that supports the development of the regulated market while maintaining a high level of player protection.
A detailed analysis of the situation has been prepared by https://rollingslotscasino.bet/, as the proposed changes could have a significant impact on the future of the Italian online casino sector and the regulated gambling industry as a whole. Since the introduction of the original legislation, the market has evolved substantially. The price of a new licence has increased to €7 million, licences are now valid for nine years, operators pay an annual contribution equal to 3% of net revenues, while an additional 0.2% is allocated to responsible gambling programmes. At the same time, the government has strengthened requirements relating to financial stability, cybersecurity and regulatory compliance.
The Dignity Decree is the Italian law that came into force in 2018, introducing an almost complete prohibition on advertising gambling and sports betting services. The restrictions apply to television, radio, outdoor advertising, online media, sports sponsorship and most digital promotional channels. The primary purpose of the legislation was to reduce the exposure of minors and other vulnerable groups to gambling advertising.
Several years later, however, industry experts are increasingly questioning whether a blanket advertising ban still reflects the realities of today’s gambling market. Licensed operators function under continuous ADM supervision, comply with strict gambling regulation requirements and invest heavily in player protection. Meanwhile, illegal gambling websites continue promoting their services through foreign websites and social media platforms that remain outside Italy’s jurisdiction.
For this reason, the proposed reform is not intended to restore unrestricted advertising. Instead, lawmakers are attempting to create a more balanced regulatory model that supports the licensed sector while preserving strong social responsibility standards.
Why the Industry Expects Changes to Advertising Rules
The current advertising ban significantly limits the ability of licensed operators to inform potential customers about their products and services. As a result, legitimate companies often find themselves at a competitive disadvantage compared with illegal gambling platforms, which continue using digital marketing channels without complying with Italian legislation.
This is why changes to the current advertising restrictions are now under active discussion. The most likely scenario would allow advertising exclusively for operators holding a valid ADM licence. At the same time, most existing restrictions would remain in place. Advertising would almost certainly continue to prohibit targeting minors, making promises of guaranteed winnings or using promotional messages that could encourage excessive gambling behaviour.
Within the industry, several possible models are currently being considered. The most probable approach would begin by relaxing restrictions within digital communication channels, where operators can implement age verification, personalised advertising and advanced audience filtering technologies. Traditional television, radio, outdoor advertising and large-scale sports sponsorship would likely continue to face significantly stricter regulation.
Today’s marketing strategy differs considerably from the approach used in 2018. Licensed operators increasingly rely on their own websites, mobile applications, registered customer accounts, email communication and other digital tools that enable far more effective compliance controls than traditional mass advertising channels.
Another important factor is operator visibility. Allowing licensed companies to communicate legally with consumers would make it easier for the government to direct players towards the regulated market, where strict standards for security, financial monitoring and player protection already apply.
What Could Change for Operators and Players
Even if the proposed reforms are adopted, Italy is highly unlikely to return to the advertising environment that existed before 2018. Most current proposals suggest that only operators licensed by ADM would receive permission to advertise. Every marketing campaign would also be required to comply with responsible marketing standards, include responsible gambling warnings and fully respect age restrictions.
For operators, these changes would create important new growth opportunities. The Rolling Slots bonus and similar promotional offers would remain valuable competitive tools, but the industry’s focus would gradually shift away from aggressive marketing towards higher-quality customer communication. Operators would be able to invest more actively in educational content, proprietary digital channels, personalised offers and transparent explanations of bonus terms and conditions.
Modern digital advertising technologies make it possible to implement age verification, geolocation restrictions, self-exclusion databases and intelligent advertising algorithms that display promotional content exclusively to verified adult users. For this reason, many industry experts believe that carefully regulated digital advertising represents a safer long-term solution than maintaining a complete advertising ban.
At the same time, player protection would remain a central priority. Gambling advertisements would continue to be prohibited from promising guaranteed profits, portraying gambling as an easy source of income or encouraging excessive gambling behaviour. Instead, the proposed model would allow licensed operators to strengthen brand recognition while preserving full government oversight of advertising content.
Table: Comparison Between the Current Rules and the Proposed Post-Reform Model
| Current Model | Possible Model After Reform |
| Almost complete advertising ban | Advertising permitted for ADM-licensed operators |
| Most digital advertising prohibited | Controlled use of digital advertising |
| Limited promotional opportunities | Expansion of responsible digital communications |
| Low visibility of licensed brands | Increased brand awareness for licensed operators |
| Uniform restrictions for all | Differentiated approach for licensed companies |
| Primary focus on prohibition | Balanced approach combining promotion and player protection |
Why the Proposed Reform Would Benefit the Regulated Market
Supporters of revising the Dignity Decree emphasise that the objective is not to return to the virtually unrestricted advertising environment that existed before 2018, but to establish a modern framework for controlled promotion. The core principle is that only operators licensed by ADM, fully compliant with gaming legislation and subject to regular regulatory audits, would be permitted to advertise. This approach would allow the licensed market to grow while maintaining a high level of player protection.
For the government, such a model offers several important advantages. Controlled advertising would help direct players away from illegal gambling websites and towards licensed platforms that operate with modern identity verification systems, financial monitoring and responsible gambling safeguards. Instead of discovering operators through unregulated foreign websites, consumers would receive information about companies operating under continuous government supervision.
The market itself would also benefit. Licensed operators would be able to invest more actively in brand development, mobile applications, educational resources, digital services and customer support solutions. At the same time, mandatory responsible gambling warnings, age restrictions, the prohibition on advertising to minors and strict content standards would remain fully in place. As a result, market competition would increasingly depend on service quality, transparent conditions and consumer protection rather than aggressive advertising campaigns.
Technological progress provides another strong argument in favour of reform. Modern digital platforms allow advertisers to target audiences with far greater precision than traditional mass media ever could. This creates an opportunity to combine sustainable business growth with highly effective regulatory oversight.
What Players Should Consider if the Rules Change
Even if advertising restrictions are partially relaxed, players should never regard advertising itself as proof that an operator is trustworthy. Every marketing campaign should be viewed simply as a source of information. The final decision should always be based on independently verifying the operator’s licence, reviewing its terms and conditions and evaluating its security standards.
At Rolling Slots, the Rolling Slots login system is protected by modern security technologies, and once the KYC procedure has been completed, users receive full access to their player account. Regardless of a brand’s popularity, players should always verify that the operator holds a valid ADM licence, carefully review bonus conditions, understand withdrawal procedures and confirm that the company complies with all relevant compliance requirements. This remains the safest approach when choosing a licensed online casino.
It is also good practice to become familiar with the operator’s responsible gambling tools, review transaction history regularly and make full use of available account security settings. These simple precautions help reduce potential risks while creating a safer overall gambling experience.
Table: Practical Checklist When Choosing an Advertised Operator
| What to Check | Why It Matters |
| Valid ADM licence | Confirms that the operator is legally authorised |
| Bonus terms and conditions | Allows players to understand all requirements in advance |
| Withdrawal policy | Helps avoid misunderstandings |
| Completed KYC | Speeds up withdrawal processing |
| Account security | Improves player account protection |
| Responsible gambling tools | Help players manage gambling activity responsibly |
How Revising the Dignity Decree Could Reshape Italy’s Gambling Market
If the proposed reform is implemented, Italy could adopt an entirely new relationship between regulators, licensed operators and players by 2028–2030. Instead of maintaining an almost complete advertising ban, the market could move towards a system of tightly regulated consumer communication in which only operators fully compliant with ADM requirements are permitted to advertise. Such a model would support the continued development of the regulated market while maintaining a high level of social responsibility.
The expansion of digital gambling and modern communication channels would also continue. Licensed operators would be able to invest more actively in mobile applications, educational content, personalised services, behavioural analytics and customer support development. Competition would gradually shift away from advertising volume towards customer experience, platform reliability and transparent operating conditions.
For players, this model would make it much easier to distinguish between licensed operators and illegal gambling websites. Lawfully regulated advertising would help users identify companies operating under government supervision, while strict advertising rules would continue preventing misleading claims and excessively aggressive marketing practices.
When selecting a licensed operator, many players already rely not only on a Rolling Slots review but also on genuine Rolling Slots testimonials. Independent customer feedback provides a far more objective assessment of withdrawal speed, customer support quality, mobile platform usability and service reliability than advertising alone.
If the controlled advertising model proves successful by 2028–2030, Italy’s experience could become a valuable reference for other European Union member states considering similar reforms to their gambling advertising legislation. Such a framework would demonstrate that it is possible to support the regulated gambling market, reduce the influence of illegal operators and maintain a high standard of player protection at the same time.
