EU court reviews Italy’s gambling ad ban

Italy’s strict gambling advertising ban, introduced in 2018 under the Dignity Decree and enforced in 2019, is now under legal review by the European Court of Justice (ECJ).

The case, brought forward by online operator LeoVegas, questions whether the blanket prohibition on gambling ads and sponsorships complies with EU law.

The ECJ’s ruling could have far-reaching implications, not only for the Italian market but also for regulatory frameworks across Europe. The Dignity Decree prohibits all gambling-related advertising on TV, radio, online platforms, and sports sponsorships, aiming to limit public exposure to betting. However, critics argue that the law unfairly disadvantages foreign operators while state-run gambling services continue to enjoy visibility.

As a result of the restrictions, many players have turned to unregulated gambling sites, raising concerns about consumer protection. The court will assess whether the ban disproportionately affects international operators, restricts the free movement of services within the EU, and if it aligns with the goal of safeguarding public health.

Opponents also point to the economic fallout for media outlets, sports organizations, and marketing companies that once relied on gambling partnerships. If the ECJ rules against Italy, it could lead to mandatory revisions of the Dignity Decree and provide a clearer legal framework for advertising rules across EU member states. It could also open the door for private operators to challenge similar restrictions in other countries.

Conversely, if the court upholds the ban, it would strengthen the legal basis for other EU nations to adopt comparable regulations under the banner of public health.

While the ECJ evaluates the case, Italian lawmakers are also reconsidering the decree. The Senate has begun consultations with stakeholders across the media, sports, and gaming sectors. Discussions between the Ministry of Economy and Finance and sports industry leaders suggest that regulatory changes may be on the horizon.