Italy’s Sports Decree Signals Betting Ad Reforms

Italy’s Sports Decree Might Be the First Step to Betting Ad Reform

Italy’s new Sports Decree injects €64.5 million into sporting infrastructure ahead of the 2026 Winter Olympics.

Even though it skirts the gambling ad ban, it sets the table for discussions due in Parliament this September.

I believe this decree could be the signal Italians have been waiting for—time to revisit the 2018 Dignity Decree.

Here’s my take on how this sports-centred strategy could influence the future of gambling promotion in Italy.

Key Points

• €64.5 million allocated for Olympic prep, modernising infrastructure and boosting security.
• Dignity Decree remains in force, but Senate and ECJ signals hint at possible reform.
• September hearing pivotal, with regulators eyeing potential relaxation of gambling ad restrictions.

Why Italy’s Sports Decree Could Open the Door to Betting Ad Reform

I have to say, Italy’s new Sports Decree is smart politics. On the surface, it’s about funding and infrastructure—like preparing towns for Milan–Cortina 2026 Winter Games. But buried in it are signals that Italy is preparing for a bigger shift: reconsidering the strict gambling advertising ban introduced by the Dignity Decree Back in 2018.

Scope and Substance of the Sports Decree

The decree allocates a hefty €64.5 million to a “Sport and Suburbs Fund” – aimed at upgrading venues, enhancing security, fighting match-fixing, and supporting Olympic readiness. Municipalities could receive around €1.5 million each. Even if it doesn’t mention gambling, the decree builds goodwill with stakeholders who argue that controlled betting ads could fund sports and fan education.

Italy’s Parliament plans to revisit the Dignity Decree in September 2025, possibly aligning changes with the Sports Decree framework. That alignment could ease political resistance.

Dignity Decree: Under Pressure from All Sides

Italy’s blanket ban on all gambling ads and sponsorships is under scrutiny. The Senate Culture Commission passed a resolution in March 2025 to revisit the regulation, citing its failure to curb unlicensed gambling and its harm to licensed operators and football clubs.

Moreover, Italy’s Council of State referred the issue to the EU Court of Justice, citing procedural breaches and misalignment with EU law. The ECJ is expected to rule this year, and experts see a strong chance Italy’s ban will be deemed disproportionate.

Meanwhile, some Italian clubs are already forging informal sponsorship deals with “infotainment” subsidiaries of betting firms—circumventing the ban in creative (and legally grey) ways.

Why Timing Matters: Olympics, Revenue, Regulation

Here’s the kicker: Betting markets explode during big sports events. Globally, Paris 2024 saw €11 billion in legal bets—20% more than Tokyo . Italy could harness that same wave during Milan–Cortina 2026.

If the Sports Decree shows readiness to invest in sports, why not include regulated betting ads as part of the revenue ecosystem? This could fund Olympic security, grassroots programs, and stadium upgrades. It’s no accident the Sports Decree preceded talks of lifting the ban.

Also, in September, Italy will roll out its tender for new online betting licenses—with €7 million price tags. Allowing advertising might help operators offset those costs and improve channelization into the regulated market .

My View: A Pragmatic Path Forward

Personally, I see this as a clever dance. Italy’s government uses the Sports Decree to fund ambitions, while the September parliamentary timeline offers a natural window to reform gambling rules. With mounting EU pressure and club lobbying, loosening the Dignity Decree makes both economic and regulatory sense.

But reform must be thoughtful. Effective channelization, responsible advertising—without targeting minors or vulnerable players—should guide any change. Think Spain or the UK, where betting ads are allowed under strict controls.

China banned it entirely; that didn’t stop people from gambling—they just moved offshore. Italy can modernise intelligently instead.

The Sports Decree isn’t just about Olympic venues—it’s about opening a conversation. Italy can fund its games while tackling the darker sides of unregulated gambling with smart oversight and education.

As the EU Court delivers its ruling and Parliament debates in September, this decree could be the pivot that changes Italy’s gambling landscape—for the better.

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