Population: 60,000,000. Mobile Subscribers: 97,000,000 (c. 162% penetration)

    • Mobile Entertainment: YES
    • Virtual Gaming: YES
    • Adult Content: YES
    • Dating & Chat: YES
    • Streaming Services: YES
    • Charity: YES
    • Gambling: YES
    • Subscription: YES

The Italian CoP, called CASP 3.0, has been written by MNOs and some large merchants, and is integrated into MNO contracts. The official English translation in PDF format can be downloaded by clicking the link below:
Code of Conduct for the offer of Premium Services

Regulatory characteristics

  • Compared to some other markets, there is more prescription, but this does help achieve a level of certainty for the merchant.
  • One business is singled out for very detailed rules – subscription services.
  • Two service categories are singled out for detailed rules – competition services and adult/glamour services.
  • Customer care rules – web and telephone-based – are very detailed.
  • Merchants are accountable for all promotional activity from “First promotional contact” This means affiliate activity needs to be monitored. The rules for banners are very detailed – no use of timers or message indicators, for example.

Price caps – info from Agcom

SMS billing

  • On-demand
    • up to €2,44 inc. VAT (single opt-in)
    • up to €6,10 inc VAT (double opt-in)
  • Subscription
    • up to €24,40 inc VAT per month per subscription

WAP billing

  • On demand
    • up to €15,25 inc VAT
  • Subscription
    • up to €24,40 inc VAT per month per subscription
The information above is correct at the time of publication, but seek specific advice prior to launching or running a service.