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Italy’s communications authority, AGCOM, has fined Google €750,000 (around IDR 11.4 billion) for allowing gambling-related content to appear on YouTube in breach of the country’s strict advertising rules. The regulator also fined Top Ads, the creator and uploader of the content, €700,000.
The ruling followed the discovery of numerous YouTube videos promoting online casinos and betting services, all prohibited under Italian law. AGCOM ordered both companies to remove the videos and prevent similar uploads in the future through a "notice and stay down" order.
Legal foundation under the Dignity Decree
The penalties are based on Article of Italy’s Dignity Decree, which bans all direct and indirect gambling advertising. The law applies to all forms of media, including online platforms. AGCOM stated that Google was partly liable because YouTube’s advertising system financially benefited from these videos. The regulator also highlighted Google’s verified partnership with Top Ads, suggesting a level of responsibility for monitoring the content distributed through its platform.
Broader crackdown on digital platforms
The case is part of a broader crackdown by Italian regulators on online gambling advertising. In December, AGCOM fined Google another €2.25 million for additional breaches, while Twitch received a €900,000 penalty for hosting similar content. Social media platform X was also fined €1.35 million for gambling-related promotions shared by verified accounts. These fines underline Italy’s determination to curb PPC gambling, PPC casino, and PPC betting activity across international advertising networks.
Legal appeals and EU questions
Google has contested the fines in Italian courts. In one case, the Lazio Regional Administrative Court overturned an AGCOM decision, ruling that Google acted as a hosting provider and therefore could not be held fully liable. The issue has now reached the European Court of Justice, which will decide whether Italy’s national ban conflicts with EU rules on the free movement of digital services and whether platforms lose their liability protection when they profit from illegal ads.
Implications for advertisers and platforms
This case signals that regulators are tightening oversight of Google Ads gambling campaigns and similar digital promotions. Platforms that profit from restricted advertising face the risk of shared liability. Across the region, advertising platforms and affiliate marketers are being urged to review their compliance systems, improve regional monitoring, and remove any content that breaches local gambling laws. Italy’s approach is now viewed as a model for regulating digital gambling ads.
