AAMS releases gambling advertising guidelines
Italian regulator to adopt new "Balduzzi decree" in January - promotional materials may not include "incitement to gamble or exaltation of the practice."
Italian egaming regulator AAMS has published a new set of advertising guidelines relating to both online and land-based gambling, imposing a strict set of restrictions and potential sanctions.
Operators risk a fine of up to 500,000 if they fail to comply with the guidelines, which forbid them from advertising online in a manner which includes “incitement to gamble or exaltation of the practice.”
They must also ensure that online adverts provide no association between children and gambling, while responsibility must be taken to include details of payout percentages and warn of the risk of problem gambling or “dependence” on the activity.
Operators are also forbidden from advertising gambling products during TV, radio or cinema broadcasts which carry an audience of predominantly young people – a move still seen as an improvement in the light of earlier suggestions that a blanket ban on gambling advertising could be imposed.
The decree will come into force on 1 January 2013, giving operators time to seek clarification of the ambiguous “incitement to gamble” element, however lawyer Giulio Coraggio acknowledges on his blog Gaming Tech Law that “The wording of the provisions…generates some concerns as it is very broad.”
These advertising measures have been released as part of a wider decree covering an improvement in levels of health protection. It also introduces stricter measures on the prevention of underage gambling at land-based venues, with AAMS marking out its intention to collaborate with the country’s police force to carry out regular checks to ensure no underage play is taking place.
Italy is not the first country to crack down on egaming advertising in recent months, with Australia taking a hard line on in-play advertising at sports stadia across the country following a series of measures first proposed last year.
Also, earlier this year, a report from the Swedish National Audit Office expressed concerns about unclear advertising regulations potentially increasing the risk of problem gambling in the country.
Following a period of financial uncertainty, AAMS is poised to merge with the Italian Customs Authority, however this is acknowledged in the advertising provisions, while sources from Italy explained to eGR in June that the organisation of the regulatory authority would not be affected.