Moreno Marasco, the President of Italian online betting/gambling trade body LOGiCO has penned an open letter to industry leadership urging for ‘self-discipline during Italy’s transitional advertising period’.
Though all Italian betting stakeholders, face tough adjustments to meet the demands of the incoming (1 January 2019) Lega-5Star ‘Dignity Decree’ banning all forms of gambling advertising, LOGiCO pleads for restraint and responsibility.
The Italian Assembly has granted media owners, publishers and sports clubs a grace period of until 30 June 2019, to part-fulfil existing contracts secured before Lega-5Star presented its Decree mandate.
Leading LOGiCO, Marasco notes stakeholders’ frustrations at the Italian government’s ‘definitive go-ahead’ of the blanket ban, despite conducting no prior industry consultation.
Facing the final months of sanctioned betting advertising/marketing, Marasco urges operators for caution in messaging and promotion.
LOGiCO’s leader warns operators that their marketing focus should be on ‘public communications’ informing consumers of licensed betting services, player protections and developing a distinction between legal and illegal platforms.
Marasco details that in these final months of betting advertising, operators should avoid the over-saturation or invasiveness when advertising on TV verticals. LOGiCO will support stakeholders, through its previously launched responsibility initiative and advertising guidelines – “The game is beautiful as long as it is a game”.