The Italian Betting Market: Regulation, Structure & Player Protections

Italy is one of the most advanced and strict countries in Europe when it comes to gambling regulation — especially concerning online casinos and sports betting. While other nations often have looser frameworks that expose players to risks and inconsistencies, Italy has built a system considered among the most protective and comprehensive in the EU.

This guide isn’t meant to promote gambling or serve as a how-to. Instead, it offers a detailed overview of how the Italian betting market functions — legally, technically, and institutionally. If you’re curious about the industry in Italy or evaluating market entry, this guide is your compass.

An Overview of Online Betting in Italy

At the heart of Italy’s gambling system is the ADM — the Agenzia delle Dogane e dei Monopoli (Customs and Monopolies Agency). This government body is responsible for:

• Issuing licenses
• Monitoring operations
• Enforcing sanctions

Operators without an ADM license are considered illegal — regardless of where they are based.

The 2025 Regulatory Overhaul (D.lgs. 41/2024)

A significant reform introduced new licensing terms:

• Capped licenses: Maximum of 50 available nationwide
• Duration: 9 years
• Cost: €7 million per license + 3% annual fee on GGR (Gross Gaming Revenue)

This makes Italy the most expensive market to enter in Europe — intentionally so, to limit access to only well-capitalized and technologically sound companies.

Key Changes and Rules:

• No “skins” or white labels: One license = one site only. No parallel brands.
• Limit of 5 licenses per corporate group: To prevent over-consolidation.
• Top-down regulation of PVRs (physical recharge points): Must be registered with ADM to ensure traceable, cashless transactions.
• Complete ban on gambling advertising: Ongoing since the 2018 “Dignity Decree”, with minor exceptions being discussed.
• Mandatory responsible gambling campaigns: Operators must invest up to €1M annually.

Notably, several major brands like Unibet, Betclic, and Giochi24 exited the Italian market in 2025, citing unsustainable regulatory burdens.

Yet the system is now one of the most secure, traceable, and transparent in Europe — with compliance standards akin to those in the banking sector.

List of ADM-Licensed Betting Operators (2025–2035)

As of 2025, 46 operators have secured ADM licenses for the 2026–2035 period. Each license must correspond to a single platform.

Here are some top-licensed bookmakers in Italy:

• bet365.
• Goldbet.
• SNAI.
• Sisal.
• Lottomatica.
• Eurobet.
• Starcasinò.
• William Hill.
• Betsson.
• AdmiralBet.
• StarVegas.
• Marathonbet.

All licensed sites must clearly display the ADM logo and license number, typically in the website footer. Users should avoid any site that does not have this certification.

Compliance Within the EU Framework

Italy complies fully with EU directives but applies them more rigorously than many other member states:

• EU-compliant licensing: Open to any EU operator that meets ADM criteria.
• Full AML integration: In line with EU anti-money laundering directives (D.lgs. 231/2007).
• Strict data protection: Full GDPR compliance.
• ePrivacy rules: Standardized cookie and tracking policies.

Where Italy Leads or Goes Beyond EU Norms

• Self-Exclusion Register (RUA): One of Europe’s first and most robust systems. Opting in blocks all ADM-licensed platforms at once.
• Digital identity (SPID/CIE): Used by some operators to verify age and identity instantly.
• Mandatory age verification at site entry: In place since July 2025, ahead of countries like the UK.

Where Italy Is Stricter Than Average

• Total ad and sponsorship ban: No commercial promotion permitted.
• Sky-high licensing costs: €7 million vs. much lower fees in Spain or Malta.
• License cap: Just 50, unlike France or the UK, which have open frameworks.

Italy can thus be considered a hybrid model — aligned with EU standards but more rigid in national execution.

How Italian Law Protects Bettors

The Italian system stands out for its uncompromising player protection. Operators must go beyond basic functionality and payouts — they’re required to demonstrate a commitment to safety and responsibility.

1. Mandatory Limits & Self-Exclusion

Upon registering on an ADM-licensed site, users must set a weekly deposit limit — this cannot be skipped.

Additional self-limitation tools include:

• Time limits (per session or day)
• Net loss limits
• Ability to lower limits immediately
• Increases only after 7 days

These measures are designed to encourage responsible play.

2. National Self-Exclusion Register (RUA)

Italy’s RUA is a cornerstone of its responsible gambling policy.

Players can self-exclude for:

• 30, 60, or 90 days
• Indefinitely

This exclusion applies to all ADM-licensed sites simultaneously. The registration process is quick via SPID or CIE. Reversals for indefinite exclusions require a 6-month waiting period.

3. Mandatory Identity Verification

No aliases or fake profiles. All users must be verified within 30 days of account creation, or the account will be:

• Suspended
• Blocked from withdrawals
• Possibly closed

Verification is done via government ID or digital identity. This process is part of the KYC (Know Your Customer) protocol.

Since 2025, age verification at site entry is also mandatory — even before registration — to protect minors.

4. On-Site Warnings and Responsible Play Prompts

All licensed sites must display in-session information such as:

• Active session timer
• Real-time balance updates
• Pop-ups about betting behavior
• Quick access to self-exclusion and support contacts

In addition, ADM requires operators to invest in responsible gambling campaigns — not optional, but mandated spending.

5. Fully Traceable Payments (No Cash)

All transactions — deposits, withdrawals, PVR top-ups — must be traceable:

• No anonymous cards
• No cash withdrawals
• No third-party fund transfers

Each gaming account must be linked to:

• A verified taxpayer code
• A bank account owned by the user
• A verified identity

ADM also requires ISO/IEC 27001 certification — the gold standard for data and IT security.

6. Operator Insolvency? Player Funds Are Protected

Even in the case of operator bankruptcy or license loss, player funds are safeguarded through:

• Banking guarantees
• Segregated accounts
• State-level tax obligations coverage

Players are never exposed to default risk, even in the event of closure.

Final Thoughts

Italy’s gambling framework is rigorous by design. Since the 2018 advertising ban, the country has evolved into a highly technical but low-promotion market.

For foreign operators, it’s a challenging but high-standard environment. Entry barriers are steep, marketing is forbidden, and oversight is tight — but it offers an ecosystem where protection takes priority over performance.

Players in Italy are treated as individuals first, customers second.

FAQ – Common Questions About Betting in Italy