Italy's gambling ad ban fuels surge in illegal betting platforms

A well-intended ban may have worsened the problem. Young Italians are flocking to unlicensed betting apps—now a €20 billion underground industry.

, and Administrator

2026 May 19 . 11:02 AM

1 min read

The image shows a graph on a white background with the text "tasso di criminalità a londra per... — The image shows a graph on a white background with the text "tasso di criminalità a londra per 1,000 abitanti tra il 2015/16 e il 2022/23" at the top. The graph displays the number of criminalities in Italy from 2015 to 2022.

Italy's gambling ad ban fuels surge in illegal betting platforms

Italy’s crackdown on gambling ads may have backfired, pushing players toward unregulated platforms. New data shows illegal betting sites and apps recorded over 13 million sessions in the first three months of 2026. Authorities face an uphill battle as these operators keep finding ways to reach users. In 2018, Italy banned gambling ads linked to cash prizes, aiming to curb problem betting. But the move appears to have shifted promotion into less visible channels. Operators now use Instagram, Telegram, WhatsApp, and YouTube to target players. Push notifications, referral links, and private groups also help them bypass restrictions.

Despite blocking over 1,000 illegal gambling sites in 2025, many reappeared under new domain names. These mirror sites make enforcement difficult. Meanwhile, direct traffic to unlicensed platforms has grown, suggesting users are returning regularly. Smartphones now account for more than 90% of visits to illegal betting sites. The user base is predominantly young, with 78% male and nearly half under 35. Over 4.5 million Italians accessed these platforms in early 2026 alone. The unlicensed market is now valued at around €20 billion ($22.5 billion).

Unregulated gambling leaves users without safeguards for responsible betting, data security, or financial disputes. With millions still accessing these platforms, authorities must find new ways to tackle the problem. The scale of the market suggests illegal operators remain deeply embedded in Italy’s gambling landscape.