Lithuania’s parliament has approved a sweeping ban on most forms of gambling advertising as part of an effort to curb problem gambling. The amendments to the Gaming Law, adopted on Tuesday with 73 votes in favor and one abstention, will take effect in July 2025. The new rules reflect growing public concern about the social impact of gambling while acknowledging the economic implications for media outlets reliant on advertising revenue.
The legislation primarily prohibits gambling promotions across all platforms, but limited exceptions apply to sports competitions, sponsorships, and event broadcasts. These exceptions will be phased out gradually, with sports-related advertisements allowed until January 1, 2028. This transitional period aims to mitigate potential disruptions for industries tied to sports advertising.
Strict Guidelines and Transitional Measures
The restrictions include specific provisions to regulate the transition toward a complete advertising ban. From July 2025, television, radio, and online platforms will operate under tightly controlled conditions for gambling ads. For broadcast media, up to three betting ads lasting no longer than 15 seconds will be allowed per hour during daytime (6:00 AM to 6:00 PM). This number reduces to two per hour during the evening (6:00 PM to midnight).
For online media, stricter rules apply to gambling-related content. Gambling advertisements may occupy no more than 20% of total ad space during daytime hours and only 10% during the evening. Direct links to gaming operators’ websites in advertisements will also be forbidden, further limiting the scope of gambling promotions in digital spaces.
Acknowledging the financial consequences of the restrictions, the Lithuanian government has introduced measures to assist media organizations that depend on gambling advertising revenue. An additional €4 million has been allocated to the Media Support Fund for the upcoming budget year to compensate for potential losses. This funding aims to ease the financial strain on affected media outlets and ensure they can adapt to the regulatory changes.
A History of Gambling Regulation in Lithuania
Lithuania’s approach to gambling advertising has become increasingly restrictive in recent years. Even before the upcoming ban, advertising rules were already stringent. During the COVID-19 pandemic, the government advised gambling operators to reduce promotional activities in light of the crisis. However, complaints later emerged accusing operators of increasing their advertising efforts instead.
Public opinion has played a key role in shaping these policy changes. A November survey by the Gambling Supervisory Authority revealed that 52% of respondents supported a ban on gambling advertising. This sentiment has influenced lawmakers’ decisions to prioritize public welfare over industry interests.
The new regulations reflect a determined effort by Lithuanian authorities to address the negative effects of gambling while minimizing economic disruptions. By including transitional provisions and allocating funds to support media outlets, the government seeks to balance the goals of reducing gambling harm and maintaining financial stability in related sectors.
Source:
''Lithuania to ban gambling ads'', lrt.lt, November 12, 2024.
''Gambling advertising banned in Lithuania'', sigma.world.
