Italy Ups the Stakes: New Licensing Costs and Ad Rules Reshape the Market — And Affiliates Feel It First
So, what’s happening?
The new licensing fee for online gambling operators has jumped to a massive €7 million for a nine-year license. Yep — seven million. That’s several times higher than what operators used to pay, and it’s already scaring off smaller brands. In other words, Italy is making it crystal clear: only serious, well-funded players can stay in the game.
At the same time, lawmakers are reviewing the 2018 “Dignity Decree”, the law that banned most gambling ads and sponsorships. There’s talk about adjusting it — because the total ad blackout pushed many players toward unlicensed offshore sites, which isn’t exactly helping with consumer protection.
The result? Experts predict that the number of licensed operators in Italy could drop from 80+ to just around 30-35. That’s a massive market reshuffle.
What This Means for Affiliates
For affiliates, this isn’t just background noise — it’s a shift that could change how you earn:
- Fewer partners, but stronger ones.
Smaller operators may disappear, leaving only the big brands. The upside? More stable deals and higher trust. The downside? Less choice and tougher negotiations. - Compliance becomes king.
Forget gray-area offers. Italy’s new framework will require extra attention to licensing, transparency, and responsible marketing. Make sure every operator you promote is 100% legit — or risk getting cut out. - Ad restrictions may evolve, but won’t vanish.
Even if some parts of the Dignity Decree are relaxed, gambling ads will stay heavily regulated. That means more focus on content-driven strategies — SEO, blogs, and educational funnels — instead of flashy promo campaigns. - It’s time to adapt early.
The next months will separate those who move fast from those who lag behind. If Italy is one of your GEOs — start checking your partner list now.
Our Take
Italy’s turning point isn’t just about higher fees — it’s about reshaping the ecosystem toward transparency, responsibility, and stronger players.
For affiliates, that’s both a challenge and an opportunity. The competition will get tighter, but the partnerships that remain will be worth more.
So, if you’re playing in the Italian market — don’t panic, just pivot. Keep things compliant, stay close to big licensed brands, and build long-term, trust-based traffic sources. Those who adapt now will win big when the dust settles.
