Italy: Is Google Complying with the Advertising Ban or Not?
Google has acted in response to the impending gambling advertising ban introduced by the Italian Parliament in 2019, removing relevant content from its search results. However, instead of eliminating illegal gambling content, non-licensed providers now dominate the top search results.
As one of the first international companies to adapt to the planned 'Dignity Decree', Google's updated Italian advertising guidelines aim to comply with the new rules that will restrict all forms of gambling advertisements. From next January, gambling ads will be prohibited in Italy, targeting TV, radio, and the internet, as well as sports, cultural, and entertainment events. Soccer sponsorship related to gambling is also banned. Only the Italian national lottery is allowed to advertise.
The Italian government's move to protect its citizens from perceived gambling addiction seems to be negatively affected by Google's actions. Although gambling-related content has been removed from Google's search engine, this has resulted in international operators without an Italian license taking the top spots in the search results. This leaves players exposed to unlicensed foreign websites, nullifying the ban's intended effects.
The ban has been a subject of intense debate. Critics have warned that the absence of responsible gambling advertising would mean regulated, licensed operators are being replaced by problem gamblers, who are essentially being "stigmatized".
The European Gaming and Betting Association's (EGBA) Secretary General, Maarten Haijer, expressed disappointment at the "short-sighted" decision, urging the government to focus on creating a responsible environment for responsible operators instead. He also believes the EU will soon intervene, as Italy bypassed the required three-month regulatory standstill period, making the new ban illegal under EU law.
Giovan Garrisi, CEO of Stanleybet International, a licensed Italian gambling operator, shares Haijer's opinion and believes the legislation will be amended soon. He reported that a recent report presented to the Italian Chamber of Deputies highlights the incompatibility of the ban with existing EU regulations.
Italy's football league, Serie A, is also affected. To maintain revenue streams generated by sponsorship deals with bookmakers, twelve of its clubs are already looking to expand their advertising budgets overseas. Gaming industry experts predict the ban will result in a potential budget deficit of over 700 million euros in the first three years due to significantly lower gambling revenues and annual losses of around 200 million euros in the media sector.
Despite criticism, Vice Premier Minister Luigi Di Maio, who is in charge of economic development, labor, and social policy, insists the ban has already been fulfilled. He reaffirms his belief that removing gambling advertisements won't promote illegal alternatives; instead, the ban could lead to industry substitution, similar to when tobacco advertisements were restricted.
Opponents urge Di Maio to reconsider, fearing his resolve could lead Italy into financial hardship and undermine the industry's growth, potentially turning the government's defense of citizens against gambling addiction into an impossible task.
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Source: www.onlinecasinosdeutschland.com
