FIGC Chief Labels Italian Gambling Ad Ban 'Largely Ineffective' as UK Mulls Similar Restrictions

The outgoing president of the Italian Football Federation (FIGC) has delivered a scathing assessment of Italy's gambling advertising ban, describing the measure as "largely ineffective" in a new report that will likely fuel debate over similar restrictions being considered in the UK.

The damning evaluation comes at a crucial time for British gambling policy, as the Government continues to weigh up whether to implement its own comprehensive advertising ban following extensive consultation on the 2005 Gambling Act review. Industry stakeholders on both sides of the Channel will be watching closely as Italy's experience offers a real-world case study of such restrictions in action.

Italian Experiment Under Scrutiny

Italy's "Dignità decree" came into force in 2019, imposing one of Europe's most restrictive gambling advertising bans. The legislation prohibited gambling operators from advertising across virtually all media channels, including television, radio, print, and digital platforms. However, the FIGC president's assessment suggests the policy has failed to deliver its intended outcomes.

Whilst specific details of the effectiveness report remain limited, the comments align with industry concerns that have been raised since the ban's implementation. Critics have argued that the restrictions have simply pushed gambling activity underground rather than reducing it, whilst simultaneously damaging legitimate operators' ability to promote safer gambling messages.

Alternative Revenue Streams Proposed

Alongside the criticism of advertising restrictions, the FIGC president has tabled proposals for a gambling levy that would see proceeds reinvested directly into Italian football. This approach mirrors models already in place in other jurisdictions, including the UK's existing point of consumption tax on remote gambling operators.

The proposed levy could provide a more sustainable funding mechanism for sport whilst maintaining the regulated gambling sector's contribution to the economy. Such models have proven successful elsewhere, with the UK's gambling taxes contributing hundreds of millions annually to the Treasury.

Implications for UK Policy

The Italian experience carries significant weight for UK policymakers currently deliberating the future of gambling advertising. Ministers have been examining evidence from various jurisdictions where restrictions have been implemented, with Italy representing one of the most comprehensive bans in Europe.

The UKGC has consistently emphasised the importance of evidence-based policymaking, and the Italian Federation's assessment will likely feature prominently in ongoing discussions. British gambling operators have long argued that responsible advertising, rather than blanket bans, provides a better framework for consumer protection whilst maintaining market integrity.

The UK's current regulatory framework already includes some of the world's strictest advertising standards, with enhanced protections for minors and vulnerable consumers. However, pressure from campaign groups and some parliamentarians continues to mount for more comprehensive restrictions.

As the Government prepares its white paper response to the Gambling Act review, the Italian experience serves as a timely reminder that well-intentioned policies don't always deliver expected results. The challenge for UK regulators will be striking the right balance between consumer protection and maintaining a thriving, regulated gambling sector.

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