(Jamma) The additional application guidelines that Confindustria Sistema Gioco Italia (SGI) has adopted regarding games with cash prizes become operational. These rules, mandatory for all members of the federation in their future advertising actions, are intended to provide an unequivocal technical tool in the conception, development and planning of advertising campaigns in the gaming sector.
The SGI federation previously met with the representatives of the main Italian television and advertising agencies to verify the ideas and together evaluate their effective applicability.
The new provisions indicate the parameters to be respected that guarantee the transparency of the work with the protection of the players and precise warnings on the prohibition of gaming for minors.
Among other things, it is expressly indicated that advertising must never appear in thematic programming concerning the protected area dedicated to minors with a margin of 30 minutes preceding and following them. The waiting areas of theaters and cinemas will also be protected on the occasion of performances aimed directly at minors. These criteria will also be valid for all "warning" formulas on the subject of gaming with cash prizes in the press, audiovisual media, radio and websites. Sponsorships and institutional communication activities tout court are excluded from the application of the aforementioned guidelines which provide for the simple use of the product logo and registered trademarks.
Advertising must never appear in the programming of the protected slot dedicated to minors with a margin of 30 minutes preceding and following them.
These criteria will also be valid for all "warning" formulas on the subject of gaming with cash prizes in the press, audiovisual media, radio and websites.
On all means of communication and/or dissemination, the advertising campaigns must contain the warning "Gambling is forbidden to minors and can cause pathological addiction", the company name and number of the license, an indication of the website of the licensee and AAMS on which to consult the odds of winning.
This requirement arose following the adoption of the "Code of Self-Regulation for Commercial Communications in the field of games with cash prizes", followed by the implementation, by the Istituto di Self-Regulation in Advertising (IAP), of art. 28 ter-games with cash winnings introduced within the "General Self-Regulatory Code of Commercial Communication" and by the Balduzzi Bill, containing guidelines for the development of advertising campaigns (Article 7, paragraph 4 and 4 bis).
Lastly, Confindustria Sistema Gioco Italia observes how the new guidelines deepen and tighten the limits imposed in a generic way by the Balduzzi bill, further strengthening the self-regulation that the federation and its members have set themselves to respect in a precise manner through 7 new directives. This step forward makes Confindustria Sistema Gioco Italia's commitment to protecting Italian gaming, especially towards minors, even more concrete. The sharing of ethical and professional principles is an essential starting point in the common work to operate in a transparent manner in the implementation of the law and in respect for the consumers involved, offering them responsible communication in all respects.
