Promoting responsible gambling: Rules, innovation, and behavior at the heart of the ADM debate
The second edition of the General Assembly of the Italian Customs and Monopolies Agency (ADM), to be held in Rome on May 21–22 at Palazzo Wedekind, will place a spotlight on the most pressing challenge in the regulated gambling sector: ensuring a safe, ethical, and conscious approach to entertainment by embracing the principle of responsible gambling. The event will bring together institutions, experts, licensees, and researchers to explore how technology, education, and behavioural science can contribute to a more sustainable gambling environment.
ADM: leading the way in public gambling regulation
As the institutional authority responsible for regulating and overseeing public gambling, has increasingly taken on a leading role in promoting responsible gaming. Its mission is to legitimise gambling as a form of entertainment by ensuring its use is both conscious and safe, thereby protecting players and enhancing the credibility of the regulated system as a whole.
An integrated approach combining technology and behavioural sciences
To achieve this goal, ADM is pursuing an integrated approach that merges cutting-edge digital technologies with insights from behavioural science. The collaboration between public bodies, industry operators, and academic researchers is proving key in developing effective intervention models that can prevent risky behaviour and promote responsible use of gambling tools.
Education and communication as key tools in risk prevention
One of the central themes of this edition is education and communication. The ADM has emphasised the need for clear, transparent messaging to inform the public about how gambling works, the risks of excessive play, and the protections available. Experts in communication and training have presented approaches grounded in psychological and sociological science, aimed at encouraging responsible choices and reinforcing the social value of healthy gambling habits.
AI and prevention: Technology serving player well-being
A major topic of discussion will also centre on technological innovation, with a specific focus on artificial intelligence. AI and machine learning applications are transforming the tools available for detecting early signs of problematic gambling. The objective is to prevent addiction by implementing personalised and preventive solutions capable of real-time intervention, supporting both players and operators.
A European perspective: Responsible gambling in an international context
The debate also included a comparative overview of responsible gambling policies adopted across other European nations. Several countries have already begun integrating intelligent technologies into their monitoring systems, aiming to anticipate pathological behaviours and ensure higher standards of safety.
Regulation vs. self-regulation: A continuing debate
As the session draws to a close, the long-standing debate between regulation and self-regulation will be revisited. On one hand, some advocate for strict regulatory measures – or even outright bans – to limit gambling. On the other hand, many warn that such restrictions risk driving users toward the unregulated and illegal market, where controls and protections are absent. The discussion underscored the need for a balanced approach between the two perspectives, potentially supported by digital technologies and behavioural data.
Toward a safer, more ethical, and sustainable gambling ecosystem
The ADM General Assembly continues to serve as a valuable platform for forward-looking dialogue and concrete proposals. The active participation of institutions, foundations, businesses, and the academic world will enrich the discussion, offering insights and strategies to ensure that the public gambling sector becomes increasingly sustainable, innovative, and centred on player protection.
This article was first published in Italian on 19 May 2025.
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