What is ADM (Italy)?

ADM (Agenzia delle Dogane e dei Monopoli) is the Italian government agency that regulates and licenses online and land-based gambling in Italy, collects gambling taxes, and enforces the country's near-total ban on gambling advertising. It absorbed the functions of the former AAMS (Amministrazione Autonoma dei Monopoli di Stato), so older operators and documents may still reference the AAMS name. To operate legally in Italy, a bookmaker or casino must hold an ADM concession (the local term for a licence) and display its concession number. ADM-licensed sites use the ".it" domain and route play through Italian servers so bets, taxes and self-exclusion (via the national Registro Unico degli Autoesclusi) are tracked centrally. Italy's 2018 Decreto Dignità (Dignity Decree) introduced one of Europe's strictest rules: a blanket prohibition on advertising, sponsorship and promotion of gambling across all media, with penalties for breaches. This is why affiliates and operators targeting Italy cannot run bonus-led ad campaigns there. Worked example: an operator applying for a nine-year Italian online gaming concession faced a one-off licence fee of roughly EUR 7 million under the 2024 reform, plus ongoing gaming taxes such as around 25.5% of gross gaming revenue on online slots. Advertising breaches under the Dignity Decree can trigger fines of up to 20% of the ad's value, with a EUR 50,000 minimum per violation. For players, the practical takeaway is simple: an ADM-licensed ".it" site offers Italian-law consumer protection, dispute channels and self-exclusion, whereas offshore sites do not. Compare with dgoj-spain, anj-france and spelinspektionen.