Romania bans celebrity endorsements in gambling ads

Romania’s National Audiovisual Council (Consiliul Național al Audiovizualului, CNA) has taken a decisive step to strengthen oversight of gambling advertisements by implementing a nationwide prohibition on featuring celebrities in promotional materials related to gambling. This newly adopted measure will come into effect on 6 October 2025, granting broadcasters and gambling operators a three-month adjustment period to ensure full compliance with the revised advertising standards.

Scope of the new advertising restrictions

The prohibition applies to all forms of audiovisual media, encompassing:

• Television broadcasts
• Radio advertisements
• Digital and online video/audio content

However, billboard advertising remains exempt from the scope of this legislative change. According to CNA officials, the regulation of outdoor advertising such as billboards falls under parliamentary jurisdiction, and thus remains outside the purview of the CNA's current authority.

Background to the policy shift

The decision follows nearly two years of consultations and policy deliberations, including expert analysis and public feedback. CNA President Valentin Jucan emphasized that the ruling was not arbitrary or based on public sentiment alone, but stemmed from research and impact assessments, particularly on youth and vulnerable demographics exposed to gambling promotions.

Jucan noted in a formal statement:

“We will not back down from these provisions even half a step, and I want us to reach the point where companies in the gambling, pharmaceutical, and dietary supplement industries will self-regulate. Only then will we be in a society that will function as it does in many civilised countries. Co-regulation would be the healthiest way.”

He further added that the Council is prepared to defend the regulation in court, should legal challenges be raised by affected parties, including gambling operators or advertising agencies.

Definition and criteria for ‘celebrity' status

One of the central concerns emerging from the public is the ambiguity surrounding the definition of a ‘celebrity'. As endorsements are banned only if they feature recognizable public figures, questions have been raised about how the CNA will draw the line between a public figure and a private citizen, particularly in the influencer age.

In response, the CNA has stated it will apply the same evaluative mechanisms that gambling companies already use to select individuals for endorsements. This includes criteria based on:

• Public visibility
• Media presence
• Follower count and social media influence
• Historical endorsement activity

While not legally defined in the legislation, this functional approach mirrors internal industry standards and allows for consistent enforcement, according to CNA officials.

Legal and regulatory justification

The new regulation seeks to limit the social appeal of gambling, especially among younger demographics, by eliminating the glamorization that often accompanies celebrity endorsements. The CNA referenced evidence-based studies demonstrating the persuasive impact of celebrities on consumer behavior, particularly in high-risk sectors such as gambling, pharmaceuticals, and dietary supplements.

By targeting only audiovisual channels and sparing static billboard advertisements, the CNA has acknowledged institutional limitations on its jurisdiction. The Council has called on the Romanian Parliament to consider additional legislation to address advertising on public streets and other media formats that fall outside of CNA oversight.

Regional context: Regulatory trends in Latin America

Romania is not alone in taking aggressive action to limit gambling endorsements by high-profile individuals. A similar wave of regulation is gaining traction in Latin America, where governments are targeting celebrity involvement in gambling marketing.

In May 2025, Brazil introduced advertising restrictions prohibiting athletes, celebrities, and social media influencers from promoting gambling services. This followed widespread concern over the integrity of sporting competitions and the targeting of young fans.

Similarly, in Argentina, enforcement agencies sanctioned 16 influencers and celebrities in July 2025 for promoting illegal gambling platforms via their social media accounts. These platforms were not licensed under Argentina’s regulatory framework and had been operating outside of legal controls, raising concerns of fraud and consumer exploitation.

Public reactions and industry implications

The CNA's decision has been met with mixed reactions in Romania. While many civil society groups and public health advocates have welcomed the move as a necessary step to protect vulnerable populations from the risks associated with gambling, some in the media and advertising sectors have raised concerns about freedom of expression and the potential economic impact on broadcasters reliant on gambling sponsorship revenues.

For gambling operators, the regulation presents a need to rethink marketing strategies, especially in digital and broadcast campaigns. With celebrities and influencers off the table, companies may turn to data-driven targeting, loyalty programs, and generic brand messaging devoid of recognizable public figures.

Legal experts have also pointed out the potential for constitutional challenges, especially if companies believe that the regulation infringes on commercial speech or discriminates between forms of media (i.e., allowing billboard ads but banning television).

Potential for future legislative expansion

Given the exemption of billboard advertising from the current CNA ruling, there is a growing expectation that Romania’s Parliament may take up the matter in a future legislative session. Lawmakers could choose to extend the ban to include physical and outdoor advertising, thereby aligning the restrictions across all media types.

Furthermore, there is speculation about the introduction of broader industry reforms, including:

• Stricter licensing conditions for gambling operators
• Enhanced transparency requirements for advertising content
• Mandatory disclaimers on gambling promotions
• Limitations on airtime and placement of gambling ads

Such measures would position Romania alongside other EU jurisdictions that have adopted robust frameworks to reduce gambling-related harm and minimize the commercial influence of celebrity culture in high-risk industries.

Industry adaptation and corporate responsibility

In anticipation of the enforcement date, some gambling companies have begun exploring self-regulatory measures, such as removing celebrity branding from digital campaigns and developing internal compliance protocols to pre-screen content before publication.

This shift could reflect a growing awareness that regulatory alignment is essential to long-term operational viability, particularly in an increasingly compliance-focused European market.

CNA President Jucan reiterated this vision in his comments:

“Self-regulation and co-regulation must become pillars of responsible industry behavior. Waiting for state sanctions is not a sustainable strategy. Companies must evolve alongside social expectations and ethical standards.”

Conclusion

Romania's move to prohibit celebrity endorsements in audiovisual gambling advertising reflects a broader global trend toward responsible advertising standards, particularly in industries that pose public health risks. While legal and practical questions remain, the regulation represents a decisive step toward safeguarding the public from undue influence and commercial manipulation.

The CNA’s action signals not just an intent to regulate media content, but a deeper ambition to shift industry culture through a blend of formal oversight and encouraged self-governance. Whether the Romanian Parliament follows suit by regulating billboard advertising will be a key development to watch in the coming legislative cycle.

FAQs

Why is Romania banning celebrity endorsements in gambling ads?
Romania is introducing the ban to protect vulnerable populations, especially young people, from being influenced by celebrities to engage in gambling activities.

When does the new regulation take effect?
The regulation will come into force on 6 October 2025, after a three-month adjustment period for media companies and advertisers.

Does the ban apply to billboards and outdoor ads?
No, billboard advertising is excluded from the ban because it falls under parliamentary, not CNA, jurisdiction.

How will Romania define who is a ‘celebrity’?
The CNA will use industry standards, including public visibility, media presence, and social media influence, to determine who qualifies as a celebrity.

Can companies challenge the regulation in court?
Yes, companies can file legal challenges, but the CNA has stated it is prepared to defend the regulation with evidence and policy justification.

What is the public reaction to the new rules?
Public response has been mixed, with many supporting the move for public health reasons, while others are concerned about the economic and expressive implications.

What happens if a broadcaster violates the regulation?
Violations could result in sanctions, fines, or license suspensions, depending on the severity and frequency of non-compliance.

Are influencers covered under this regulation?
Yes, if they appear in audiovisual ads, influencers are subject to the same restrictions as other celebrities.

Why is billboard advertising still allowed?
Billboards are outside the CNA’s regulatory remit; only Parliament can enact laws affecting outdoor advertising.

Will there be further restrictions in the future?
It is possible. Lawmakers may consider extending the ban to billboards and introducing broader gambling advertising reforms in future sessions.