Google in Hot Water with Italian Gaming Authority

The online gambling industry has seen many changes in the past few months, especially regarding regulations and restrictions. The majority of regulators are tightening their grip on the iGaming market in an effort to increase player safety and promote responsible gambling.  

Italy is one of the strictest countries that has taken a serious approach to keep players safe and the gambling space uncluttered and free from unnecessary ads.  

 Google in Trouble 

Showing no mercy, the Italian Communications Authority, AgCOM, recently fined Google for breach of the Italian gambling advertising ban. This after an unlicensed operator’s advertisements came to light.  

The tech company was fined after a paid advertisement from a gambling operator on Google’s search results page was allowed to go live. 

This comes after AgCOM informed Google that it would be deepening its investigation into search page results, believing it to be used as a way of violating the ban.  

 Gambling Advertising Ban 

In 2018, Italy passed the Dignity Decree which prohibited any form of advertising related to gambling activities. This was met with severe criticism from a range of licenced gambling operators in the country.  

These companies claim that their websites fell in local Google search results rankings at the expense of foreign operators. Suddenly the search page started ranking unlicensed operators at the top.  

Operators stated that the blanket ban was a danger for the online market, making it an easy target for unlicensed gambling operators.  

AgCOM stated that they would examine Article 9 of the Dignity Decree to find out if the scope covers search engine results. Their main concern being foreign gambling operators ranking at the top of the results page.  

During the investigation, it was found that Google was in breach of the gambling advertising ban.  

 Strong Enforcement from AgCOM 

Google is under serious investigation for its misconduct, which should show how seriously the gambling regulator is about its enforcement action on those in breach of the law.  

When it comes to gambling advertising, AgCOM’s primary focus are the bonus offers that gambling operators broadcast on their websites. According to the Italian authority, this type of advertisement includes explicit invitations and graphics as well as attractive claims which are considered the general elements of promotional content.  

As such, operators have no room for dispute and have to accept the settlements provided.  

 In Google’s Defence 

Google stated that it was abiding by the data privacy rules provided by the European Union. In a recent statement, it was disclaimed that the company will continue to work constructively with the Italian authorities on these important areas to ensure everyone can make the most of the web.  

Despite its valiant efforts, Google is in hot water with the authorities due to the ad and allegedly reducing the competition. The investigation continues but current facts are not in favour of the tech giant.