Agcom has set further limits on testimonials, logo usage, and protection of vulnerable groups. The Authority has established new rules for communication campaigns on responsible gaming by publishing the Supplementary Act of the guidelines for gaming operators and media. The rules are mandatory for online licensees and aim to counter the spread of Gambling Disorder.
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Testimonials and influencers
Central to Agcom’s intervention is the role of celebrities and well-known faces in the social media world. To avoid normalizing gambling, the guidelines redefine the figure of the testimonial within campaigns to prevent operators from circumventing the advertising ban provided by the Dignity decree: the presence of influencers and entertainment or sports personalities must be exclusively dedicated to the social purpose of the campaign. Agcom also emphasizes that the use of testimonials already associated with other independent activities employing the licensee’s brand must be avoided.
The Authority also considers it necessary to limit the proliferation of social media accounts of tipsters offering advice to win games of chance, primarily on digital platforms that collect advertising revenues from these advertisers, who often belong to operators not authorized in Italy or even illegal.
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Logos
Agcom’s guidelines also include restrictions on company logos. The use of the operator’s brand will be allowed exclusively to identify the authorized entity that carried out the campaign – to certify that the communication comes from an authorized and legal operator – but it must have marginal visual prominence: it cannot be the center of the communication nor be accompanied by slogans or references to the gaming offer.
Instead, the prevention message must prevail, which cannot contain commercial slogans, promotional payoffs, references to offers, or invitations to play. Additionally, according to Agcom’s guidelines, references to jackpots, bonuses, odds, winnings, prizes, game screens and interfaces, call-to-actions, QR codes, and links that lead directly to gaming platforms must be excluded from campaigns. Sounds, animations, and symbols typical of slot machines are also prohibited.
