ADM Establishes Neutral Tone as the Only Permissible Style for Communicating Gambling Bonuses: An Essential Guide

16 October 2026

Italy's gambling regulator ADM reiterated on June 23 that online gambling operators may offer bonuses, but must present them factually without promotional language. This clarification came after licensees sought guidance and consumers raised concerns about marketing practices.

The guidance draws a crucial distinction between "bonuses" and "promotions." Bonuses are pre-established gameplay rewards governed by specific terms, falling under gambling law regulations. Promotions, however, are commercial tactics to encourage play and remain prohibited under Italy's advertising restrictions.

Breaking It Down

The regulator permits gaming companies to share neutral, factual information about bonuses—including features, usage guidelines, and withdrawal limitations—without marketing embellishment.

ADM requires operators to publish complete bonus details prominently on their websites, ensuring players easily understand all terms. As the regulator states: "Licensees must provide... clear information enabling players to properly utilize bonuses without confusion or concealed restrictions."

The guidelines reinforce key communication principles: consistency, transparency, accuracy, and complete absence of promotional language. Bonus communications should resemble contractual fine print rather than sales pitches.

Since 2019's Dignity Decree implemented Europe's strictest gambling ad ban—with limited exceptions—Italy's AGCOM has rigorously enforced marketing restrictions, making operators extremely cautious about compliance.

The practical impact on licensees remains minimal given Italy's existing comprehensive advertising prohibition. Operators relying on bonus promotions must now present them purely as neutral product features rather than incentives.

The key legal consideration: Operators must continue adhering to bonus communication rules. Per ADM: "Technical and commercial bonus information remains permissible provided it maintains non-promotional neutrality while upholding principles of fairness, transparency, and consumer trust in business relationships."