Winning back public trust – how to save the betting industry

In May of this year, after almost three months of political bickering and market panic, two Italian populist parties swept into power, forming the most radical government in western Europe since the second world war and promising urgent action to tackle the country's chronic economic stagnation.

As their first legislative act, the populists passed the 'dignity decree', which alongside a package of labour reforms included a complete ban on gambling advertising, blindsiding the Italian betting industry.

"It was a social emergency that needed to be tackled immediately," said deputy premier Luigi di Maio, head of the co-governing 5-Star movement. "I think this is an industry that has become a bit too big, at the expense of people's health and dignity. We are going to cut it down in size."