The policy, which includes a blanket ban on all gambling advertising and sponsorships within Italy, has been the subject of criticism and opposition from the betting industry.

However, the Italian government has stood firm without engaging in any dialogue with the Dignity Decree’s detractors.

In an exclusive interview with Gambling Insider in August, LeoVegas Italy Managing Director Niklas Lindahl branded the legislation “insane” and stated that it goes against EU law.

Now, LeoVegas has taken its complaint to the next stage, formally submitting it to the EU in the hope of overturning the policy within the next six to 12 months.

Interestingly, combined revenue for retail and online sports betting in September was €139.6m ($161.4m), a year-on-year increase of 19%.

But it remains to be seen how revenue is affected by the Dignity Decree, with the advertising and sponsorship ban coming into effect on 1 January 2019.