Clear rules, maximum transparency, security for everyone, this is the message that the AAMS intends to sustain with the message “Safe, Legal and Responsible Gaming”. A strategic choice which focuses on the distinction between legal and illegal gaming, comparing the pleasure and excitement of games controlled and guaranteed by the State with the negative consequences of clandestine betting.
A stylised tiller with a band in the colours of the national flag on all products and relative communications is a seal of guarantee that thousands of betting shops and gaming points spread over the territory, licensed as “concessionaires” and linked on-line with the AAMS, are invited to display in order to communicate and market their most important quality: the security of the product for both the player and for society as a whole. An important advertising campaign to illustrate the social and economic importance of transparent gaming, to emphasise the institutional role of AAMS, that of safeguarding legality through funding sports, horse racing and art.

• Circular Prot. 2010/ 2394 /Strategie/UD - pdf (426.92 KB)- Legal and responsible gaming - Guidelines for licensees for correct use of the trademark