Europe: Marketing Content Rules in Spain, Italy, the Netherlands and Ireland

Spain

Royal Decree 958/2020 on commercial communications covers operators and third parties that spread ads, including affiliates (article 2). On April 2, 2024 the Supreme Court annulled several articles for lack of legal basis, including the rules on promotions for new customers (articles 13.1 and 13.3), famous people (article 15), the general online restriction (23.1), video-sharing platforms (25.3) and parts of the social network rules (26.2 and 26.3). The judgment was published in the BOE on May 25, 2024.

Still in force: communications must not be aimed directly or indirectly at minors and carry a "+18" warning (article 11); they must not contain false information (article 8); they must include a responsible gambling message such as "si juegas, juega con responsabilidad" (article 10.3); audiovisual ads are limited to between 01:00 and 05:00 (article 18.1); and email marketing needs consent (article 24.1).

Italy

Article 9 of Decree-Law 87/2018 (the "Dignity Decree") bans any form of advertising, including indirect advertising, and sponsorship of games with cash prizes. It applied from July 14, 2018, and existing sponsorship contracts could run until they expired, no later than July 14, 2019. AGCOM's 2019 guidelines allow neutral product information where the game is offered, including odds and jackpots, provided it is restrained, not misleading and transparent, and they treat odds comparison as non-advertising under the same conditions. Online coverage explicitly includes social networks, blogs and influencers.

The fine is 20 percent of the value of the advertising or sponsorship, with a fixed minimum of €50,000. In judgment 172/2026, filed on October 20, 2026, the Constitutional Court held the fixed minimum unconstitutional and allowed a lower amount where it would be manifestly disproportionate. The ban itself stands.

Netherlands

Since July 1, 2023, the decree on untargeted advertising allows licensed online operators only targeted advertising. Broadcast, print and public-space advertising is banned, and online ads are allowed only with opt-out options, the best available exclusion measures and evidence that at least 95 percent of people reached are aged 24 or over. Role models may not be used in advertising. Sponsorship has been phased out: non-sports sponsorship ended on July 1, 2024, and sports sponsorship, including shirts and stadium boards, on July 1, 2025.

On June 12, 2026 the cabinet announced plans for a ban on online gambling advertising and a bonus ban. As of this brief no bill or dates had been published, so these are plans, not law.

Ireland

The Gambling Regulation Act 2024 became law on October 23, 2024, and the Gambling Regulatory Authority of Ireland was established on March 5, 2025. Once commenced, section 148 will prohibit advertising that would "portray gambling as attractive to children", "cause, condone or encourage excessive or compulsive gambling" or mislead "about the potential social or financial advantages of gambling". According to a parliamentary answer on October 1, 2026, the advertising provisions, including the broadcast watershed and the subscriber-only rule for social media ads, had not yet commenced.

Writing for several of these markets from one site? The multi-market casino content guide covers when a market version is justified and how to review translations.

Questions

Can casino affiliates publish content for Italian players?

Italy bans gambling advertising, including indirect advertising, and AGCOM's guidelines cover blogs and influencers. Neutral information and odds comparison can fall outside the ban under strict conditions, so take specialist advice before publishing.

Did Spain's 2024 ruling remove all its advertising rules?

No. The Supreme Court annulled specific articles, including the new-customer promotion and famous-person rules, but the minors rules, responsible gambling message and the 01:00 to 05:00 broadcast window remain in force.