Lithuania begins phased restrictions on gambling ads

Lithuania has commenced the first stage of a long-term initiative aimed at prohibiting all forms of gambling advertising by 2028. The country's latest regulatory amendments, which took effect on 1 July 2025, introduce significant restrictions on how gambling operators may promote their services. While not a complete ban, the current measures reflect the Lithuanian government's escalating concern over the accessibility and societal impact of gambling.

The transitional regulations are intended to mitigate gambling-related harm by limiting the visibility of gambling advertisements in both physical and digital spaces. The updated laws significantly narrow the scope within which gambling operators can market themselves, and they form a key component of a broader national strategy for reducing problem gambling in the years to come.

Background to the advertising restrictions

The legal foundations for these advertising restrictions were laid in November 2024, when Lithuania’s parliament overwhelmingly approved a bill to phase out gambling promotion. The legislation received strong support, passing with 73 votes in favor and one abstention.

The Ministry of Finance and the Gaming Control Authority (GCA) jointly backed the bill, arguing that advertising plays a major role in normalizing gambling and encouraging vulnerable groups to engage in risky behavior. Lawmakers cited academic research and public health data linking exposure to gambling advertisements with increased incidence of gambling disorders, particularly among younger populations.

Key provisions of the new restrictions

Under the new rules that took effect on 1 July 2025, gambling operators are permitted to display their names and logos only in a strictly limited set of circumstances. Specifically, they may:

• Display their branding at the operator’s physical premises or licensed gambling venues.
• Include their names and trademarks on their official websites.
• Promote their offerings through gambling industry-specific media platforms.

However, all other forms of external advertising, such as billboards, print media, and general-purpose websites, are now prohibited.

In terms of broadcast and digital advertising, gambling-related content is subject to stringent restrictions. Ads are permitted on television, radio, and digital platforms, but only under the following conditions:

• Ads must not exceed 15 seconds in length.
• They may be broadcast up to three times per hour between 06:00 and 18:00.
• They may appear no more than twice per hour from 18:00 to midnight.
• Direct links to betting or gambling websites in these ads are prohibited.

These measures aim to limit the pervasiveness of gambling ads while allowing for a controlled and temporary window during which existing operators can maintain visibility within legal limits.

Gambling-related sponsorship under revised law

Despite the advertising restrictions, the Lithuanian government has opted to maintain allowances for gambling sponsorship in sports and cultural contexts, albeit with limitations. Gambling operators may continue sponsoring:

• Sporting events and broadcasts
• Professional and amateur sports teams and athletes
• Cultural, artistic, and entertainment events

However, a key change under the new law prohibits the use of gambling company names in the official names or titles of sports clubs, teams, or leagues. This means that while operators can still support teams financially and appear on uniforms or signage, they cannot be embedded into a team or league’s formal designation.

The change reflects an effort to reduce brand normalization among fans and viewers, particularly children and adolescents, who may associate team loyalty with gambling brands.

Statement from the Gaming Control Authority

Sandra Vitkevičiūtė, an advisor at Lithuania’s Gaming Control Authority, emphasized the societal intent behind the legislative amendments.

“The aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society,” she explained.

Vitkevičiūtė and other representatives of the Authority have publicly stated that the reform was motivated by a growing body of evidence suggesting that gambling advertisements directly contribute to increased problem gambling behavior and reinforce unhealthy habits among at-risk individuals.

Timeline for full advertising ban

The newly introduced regulations mark the initial step in Lithuania’s broader initiative to completely phase out all forms of gambling advertising by the year 2028. According to the Gaming Control Authority, the gradual approach is intended to provide sufficient adjustment time for industry stakeholders while also minimizing public disruption.

The phased strategy includes regular evaluations of advertising content, sponsor relationships, and marketing methods to ensure alignment with Lithuania’s broader public health and consumer protection objectives.

By setting a final deadline several years in advance, the government aims to balance regulatory objectives with commercial considerations, giving licensed operators time to explore alternative revenue streams or realign their marketing strategies within the confines of the new legal landscape.

Reaction from gambling operators and media industry

Gambling operators in Lithuania have responded to the new restrictions with cautious acceptance, though some have expressed concern over long-term business viability in the face of shrinking advertising opportunities.

Some local and international operators have raised questions about how strictly the new rules will be enforced, especially with respect to sponsorship and the allowable use of digital marketing channels. While companies are preparing to adapt, many expect to see a decline in brand recognition, customer engagement, and new user acquisition.

The Lithuanian Advertising Bureau and several broadcasters have also commented on the financial implications of the new restrictions. Advertising revenue from gambling companies has historically represented a significant income source for some media outlets, particularly in sports broadcasting. Industry associations are reportedly in discussions with regulators to explore alternative advertising solutions that comply with the new law while sustaining media operations.

Civil society support and concerns

Public health advocates, civil society organizations, and addiction prevention groups have broadly welcomed the new restrictions. Many view the partial ban as a long-overdue step in addressing what they see as an underregulated and overpromoted sector.

Organizations such as the Lithuanian Responsible Gambling Council have praised the inclusion of time-based restrictions on television and online ads, noting that younger viewers are particularly vulnerable to gambling marketing during daytime and early evening hours.

However, some NGOs have raised concerns about the continued allowance for sponsorships, arguing that the visibility of gambling companies in sports remains a significant form of indirect advertising.

Comparison with European regulatory trends

Lithuania’s move toward a complete ban on gambling advertising places it among a growing list of European jurisdictions taking more assertive steps to regulate gambling promotion. Countries such as Spain, Italy, and Belgium have already implemented comprehensive advertising bans or strict advertising codes in recent years, citing similar concerns about public health and youth protection.

The United Kingdom and Ireland, while maintaining regulated advertising frameworks, have also seen mounting public and political pressure to restrict or ban gambling ads during sports broadcasts and daytime TV programming.

Lithuania's phased approach allows policymakers to learn from the experiences of neighboring states while gradually preparing the industry for a new advertising paradigm.

Legal implications and enforcement outlook

The amended Gaming Law introduces stricter penalties for non-compliance, including fines and potential license revocation for repeat violations. The Gaming Control Authority has been tasked with monitoring compliance through both proactive and complaint-based enforcement methods.

Online platforms and social media networks will also come under scrutiny, particularly for ad placements that target Lithuanian users from foreign-based operators. Cross-border cooperation between regulators and digital platforms is expected to increase as Lithuania seeks to prevent circumvention of its domestic advertising laws.

Outlook for the gambling sector in Lithuania

While gambling continues to be permitted in Lithuania, the tightening limitations on advertising and promotional activities could lead to a gradual decline in public interaction with gambling services. While some argue this will lead to a more responsible and sustainable gambling environment, others foresee market contraction, particularly among smaller operators that rely heavily on promotional activities to compete.

It remains to be seen how industry stakeholders will innovate within the new legal boundaries. Some operators are expected to shift focus toward loyalty programs, customer experience enhancements, and affiliate partnerships that adhere to the law but offer indirect marketing value.

Ultimately, Lithuania's decision to implement a phased advertising ban reflects an evolving regulatory landscape shaped by both public health concerns and the complex economic realities of a liberalized gambling market.

Conclusion

Lithuania’s phased ban on gambling advertising represents a significant shift in the country’s approach to gambling regulation, reflecting an increasing emphasis on public health, consumer protection, and responsible gaming practices. Through the implementation of time-specific limitations and stricter controls on allowable promotional content, Lithuanian regulators aim to curb the widespread exposure and social acceptance of gambling, especially among at-risk groups like minors and individuals struggling with gambling-related issues.

The strategy of gradual implementation through to 2028 provides the gambling industry with a window of opportunity to adjust its marketing practices, explore compliant sponsorship models, and invest in harm-reduction initiatives. While certain forms of sponsorship and limited advertising remain permissible under the current phase, the direction of the policy is clear: a complete separation of gambling brands from mainstream media and cultural influence.

As Lithuania joins a growing number of European jurisdictions moving toward stricter advertising controls, the long-term success of these measures will depend on effective enforcement, public awareness, and ongoing dialogue between regulators, industry stakeholders, and civil society. If implemented and monitored effectively, the Lithuanian model may serve as a blueprint for other nations seeking to strike a balance between regulated gambling markets and the imperative to minimize social harm.

FAQs

What does the new Lithuanian law change about gambling advertising?
The law introduces restrictions on gambling advertisements, limiting their placement, content, and duration. Full prohibition is scheduled for 2028.

Can gambling operators advertise online in Lithuania?
Operators can advertise on their websites and through gambling industry-specific media but cannot include direct links in online betting ads.

Are TV and radio gambling ads still allowed?
Yes, but they must be no longer than 15 seconds and are limited to specific time slots per hour, depending on the time of day.

Can gambling companies still sponsor sports teams?
Yes, but the company name cannot be part of the team or league’s official title. Sponsorship remains legal under specific conditions.

When will the full gambling advertising ban come into effect?
The full prohibition is scheduled for 2028, following a phased implementation process.

Are foreign gambling companies affected by this law?
Any company operating in Lithuania or targeting Lithuanian users is subject to the law, regardless of where it is based.

Why is Lithuania banning gambling advertisements?
The government aims to reduce problem gambling and its societal harm by limiting public exposure to gambling promotion.

Is sponsorship of cultural events by gambling operators still allowed?
Yes, gambling companies can sponsor cultural and artistic events, but their brand cannot appear in official event names.

What happens if companies violate the new advertising rules?
Violations may result in fines, suspension, or revocation of gambling licenses, depending on the severity and frequency of infractions.

Will other European countries follow Lithuania’s approach?
Some already have. Lithuania’s phased model aligns with growing EU-wide regulatory efforts to address gambling-related harm.