Recent research on morality policy has focused on policy change, morality framing and the presence of favourable cultural opportunity structures (COSs). The resulting literature describing various aspects of morality policy has failed to discuss the impact of multilevel dynamic in this field. This contribution examines gambling policy in Italy, applying a multilevel approach to detect the presence of favourable COSs, and whether policymakers frame policies morally. Italy offers a particularly fertile field for the study of morality policy, featuring a liberal national approach versus local restrictive policy. By applying a methodology based on semistructured interviews and secondary sources, we examine the national and local political spheres, demonstrating that morality framing, when detected, is more likely to be found at the local level where the influence of experts and interest groups on legislators may result in the transformation of a health policy based on paternalistic considerations.