The Italian government has approved new provisions marking a significant change in the online gambling industry. Among the most debated measures are the authorization of gambling advertising and the introduction of virtual scratch cards, accessible via smartphones and digital devices. This new regulatory framework aims to redefine the sector’s rules at a time when interest in digital platforms is steadily growing.
A clear example of this transformation is the increasingly central role of online casinos, which—thanks to digitalization and the removal of previous advertising restrictions—will now enjoy greater visibility. These platforms, regulated by the Agenzia delle Dogane e dei Monopoli, are among the most dynamic players in the sector, attracting millions of users each year with increasingly interactive and personalized gaming offers.
Advertising and responsible gambling: a new communication framework
Under the new regulations, gambling advertising is officially permitted, provided it is paired with messages promoting so-called “safe and responsible gambling.” This shift represents a break from the strict restrictions of the past and will allow industry operators to communicate more directly with potential users.
However, the concept of responsible gambling, while formally included in the law, risks remaining purely theoretical unless supported by effective prevention and control tools. Increased media exposure to gambling could particularly affect vulnerable individuals, such as young people and those with previous gambling addiction issues.
Digital scratch cards: gambling moves to the smartphone
One of the most notable innovations introduced by the decree is the digital version of scratch cards, which will be available via apps and online platforms. Designed for fast and continuous use, this format replicates the mechanics of traditional scratch cards but makes them accessible anytime, anywhere.
Transforming the game into a digital product increases usage opportunities but also the risks associated with more frequent and less controlled access. The ease of use and immediacy of the experience could encourage repetitive and compulsive behavior.
Impact on consumers and existing protections
One of the most critical aspects of the new regulations is the reduction of protections previously guaranteed to consumers. The decree removes several provisions deemed incompatible with the new framework, effectively calling into question many social and health safeguards.
In addition, responsibility for public health issues related to gambling has been centralized under the Ministry of Economy and Finance, the same body that oversees the sector’s economic aspects. This dual role raises concerns about the ability to manage gambling addiction risks effectively without fiscal interests taking precedence.
A transformation that sparks debate
The new rules for online gambling represent a profound shift in the institutional approach to the industry. While the changes encourage growth and digitalization, they also ease restrictions once introduced to protect consumers.
This openness raises ethical and social questions. The growing presence of advertising, the introduction of digital gambling formats, and the centralization of governance create a context where public health protection risks becoming secondary to market demands.
It will be important to closely monitor the effects of this reform in the coming months to determine whether the balance between liberalizing the sector and maintaining social responsibility will truly work—or whether we will instead see an increase in gambling-related addiction and distress. The challenge, now more than ever, is to combine economic development with the protection of individuals. Only careful, forward-looking regulation can ensure that innovation does not become a risk for society as a whole.
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