Regulatory
ADM
Definition
Agenzia delle Dogane e dei Monopoli. The Italian customs and monopolies agency that licenses and regulates online and retail gambling. Successor in branding to AAMS from 2012.
Key takeaways
- ADM, the Agenzia delle Dogane e dei Monopoli, licenses and regulates online and retail gambling in Italy and took over from AAMS in 2012.
- Italy's Dignity Decree of 2018 banned almost all gambling advertising and sponsorship, pushing operators towards affiliates, search and CRM.
- ADM awarded 52 online gaming concessions to 46 operators in September 2025 under the reorganisation set by Legislative Decree 41/2024.
Why it matters
Italy has one of the largest licensed online gambling markets in Europe by GGR, and ADM is the gatekeeper. The licence framework is concession-based, with periodic tenders for new concessions, high tax rates, and strict product and advertising rules. Italy banned almost all gambling advertising and sponsorship under the Dignity Decree in 2018, which reshaped how operators acquire players in the market and pushed budget toward affiliates, search, and CRM.
For B2B suppliers, ADM technical certification is non-negotiable to serve the Italian market, and the cost and timeline of certification is a material factor in studio and platform roadmap planning. The online market was reorganised under Legislative Decree 41/2024, and in September 2025 ADM awarded 52 remote gaming concessions to 46 operators; concession terms, tax rates and further reform of the regulatory framework remain perennial topics in industry coverage.
Sources
- Determinazione di aggiudicazione: concessioni per la raccolta a distanza dei giochi pubblici (CIG B4DF5D6BCF), 17 settembre 2025 - Agenzia delle Dogane e dei Monopoli
Frequently asked questions
Is ADM the same as AAMS?
AAMS (Amministrazione Autonoma dei Monopoli di Stato) was merged into the customs agency in 2012 to form ADM. The licensing framework and many staff carried across. Older industry documentation and some operator marketing still references AAMS interchangeably.
What's distinctive about the Italian regulatory model?
Italy uses a concession model rather than open-ended licensing, meaning operators bid for a fixed number of authorisations during periodic tenders. Combined with high gaming duties and the advertising ban, this produces an unusually concentrated and operationally demanding market.