Responsible gambling campaigns: AGCOM tightens rules on brand ambassadors and the use of logos
The Authority has published the supplementary document to the guidelines for gambling and media operators. The rules are mandatory for online licence holders to combat gambling-related disorders
AGCOM has set out further guidelines on brand ambassadors, the use of logos and the protection of vulnerable groups. The Authority has laid down new rules for responsible gambling communication campaigns by publishing the Supplementary Act to the guidelines for gambling operators and the media. The rules are mandatory for online licence holders and aim to combat the spread of gambling disorders.
Testimonials and influencers
Central to AGCOM’s intervention is the role of celebrities and well-known figures in the world of social media. To prevent gambling from becoming normalised, the guidelines redefine the role of brand ambassadors within campaigns to prevent operators from circumventing the advertising ban set out in the ‘Dignity’ decree: the involvement of influencers and figures from the worlds of entertainment or sport must be used exclusively to serve the social purpose of the campaign. Agcom also emphasises that the use of brand ambassadors already associated with other independent activities that utilise the licence holder’s brand must be avoided.
The Authority also considers it necessary to curb the proliferation of social media accounts run by tipsters offering advice on how to win at games of chance, first and foremost on digital platforms that generate advertising revenue from these advertisers, who are often linked to operators that are unauthorised in Italia or even illegal.
Logos
Agcom’s guidelines also set out restrictions on company logos. The use of the operator’s logo will be permitted solely to identify the authorised entity that produced the campaign – to certify that the communication originates from an authorised and legitimate operator – but it must be of minimal visual prominence: it must not be the focal point of the communication nor be accompanied by slogans or references to the gambling offering.
Instead, the message must focus on prevention and must not contain commercial slogans, promotional taglines, references to offers or invitations to gamble. Furthermore, according to AGCOM’s guidelines, references to jackpots, bonuses, odds, winnings, prizes, game screens and interfaces, calls to action, QR codes and links leading directly to gambling platforms must be excluded from the campaigns. Sounds, animations and symbols typical of slot machines are also prohibited.
