The Italian gambling regulator ADM has issued new guidance on how licensed operators may promote bonus offers. The clarification confirms that bonus programs remain legal while requiring strict compliance with the national advertising ban.
Companies may now notify players about available promotions and outline the specific terms for claiming them. All promotional materials must maintain a strictly informational tone. Any wording designed to encourage wagering or trigger gameplay is prohibited under the updated framework.
Licensing Reform and Market Oversight
ADM emphasized that the notice does not introduce new regulations. Instead, it aligns operator practices with existing legislation and previous rulings from the media regulator AGCOM. The guidance arrives as Italy implements a revised online gambling licensing structure that took effect in November 2025.
Authorities have already granted 52 licenses under the new system. Each approved operator must now conduct business through a single primary domain. This requirement aims to improve regulatory oversight and prevent companies from managing multiple websites under one license.