QMRA For Affiliates With A Focus on Italy

The practices described below are specifically aimed at online casino affiliates who focus on entering into partnerships with Italian licensed gambling providers. The online casino affiliate is required to comply with all the points below.

1. Channelling objectives

  • The affiliate is only allowed to advocate for online gambling operators licensed by the Agenzia delle Dogane e dei Monopoli (ADM). Unlicensed operators may not be advocated for.
  • Content advocating for licensed gambling operators may not include blatant advertising activities, affiliate may objectively describe and/or illustrate the licensed gambling operator and its offering.
  • The affiliate shall not advertise bonusses, not have call-to-actions, not rate, and shall not directly link or show an URL of the website of in Italy unlicensed operators.

2. Responsible advertising

  • The affiliate must include a prominent 18+ warning on all website pages and communications, ensuring that underage individuals are clearly discouraged from gambling.
  • The advertising shall not include any presence of or be aimed at minors (under 18), should not be aimed at inciting the visitor to urgent gambling.
  • The affiliate must not use influencers, celebrities, or role models in any form of gambling advertising or promotion. This includes the use of public figures on websites, social media, or other marketing channels to endorse or promote gambling activities.
  • The affiliate shall not target vulnerable groups, including minors and those suffering from gambling addiction.
  • The affiliate must contain warning phrases in its advertising about the risk of gambling addiction.
  • Advertisements must contain the percentual chance of winning for individual games. If the percentage cannot be given, the overall percentage must be given for similar games.
  • The affiliate is prohibited from advertising sportsbetting, credit companies that provide credit for gambling.

3. Balanced and responsible content design

  • The affiliate must ensure that all marketing content is designed in a neutral and factual manner, without encouraging excessive or impulsive gambling behaviour.
  • Advertising should not create a sense of urgency or promote gambling as a quick fix to financial problems. Any risks of gambling must be clearly indicated.
  • The affiliate must avoid suggesting or implying that gambling is a solution to personal or financial problems or is a means to provide income or is an alternative for work instead of a form of amusement.
  • The affiliate must not imply that the player can somehow get better results by skill or any other means and that the game is not purely subjected to chance.
  • The affiliate can not portray abstinence of gambling as a negative value or imply that the ease of playing is indicative of the ease of winning.

4. Preventing Deception and Misleading Information

  • The affiliate must provide clear and transparent information about all gambling offers, bonuses, or promotions. There should be no omission of critical details that could create a misleading impression.
  • The affiliate must disclose its affiliation and marketing practices transparently, stating what practices the affiliate entails.

5. Supporting Responsible Gambling Initiatives

  • The affiliate is required to provide comprehensive and easy-to-find information about responsible gambling on its website. This content should include links to resources for self-exclusion and support services available in Italy, such as those offered by ADM or local health authorities.
  • No advertising or promotional material should be present on pages dedicated to responsible gambling information.
  • The affiliate must provide users with links to gambling addiction resources, including contact details for official Italian support services and ADM-approved organizations that offer assistance for gambling-related issues.

QMRA is more than just a logo

Behind QMRA, there is a team of legal specialists. Applicants for QMRA can rely on actual compliance checks of their websites. These checks are conducted annually, in addition to random sampling. This demonstrates that an affiliate with QMRA operates in accordance with the applicable legislation within the respective jurisdiction.