Stop sign for gambling advertising: what will change and why does it matter?

At the end of last year, the Seimas took a decisive step by approving significant amendments to the Law on Gambling, which will fundamentally change the rules on gambling advertising in Lithuania as of 1 July 2025. A strict ban on advertising will be introduced. Why is this? Gambling has grown in popularity among young people in particular and has led to a number of extremely strong addictions and severe consequences. According to Karolína Briliūtė, a lawyer at AVOCAD, these changes are not only a legal innovation, but also an important signal to society as a whole.

According to statistics, the number of gambling participants in Lithuania is growing rapidly, especially among 18-24 year olds. Gambling addiction is often the result of constant exposure to advertising that creates a false impression of easy winnings and enrichment, or just a harmless pastime.

"The changes to the law not only prevent manipulative advertising, but also send a clear message to the public: gambling is a risky activity that must be strictly controlled. The stricter regulation in Lithuania is also in line with the trend in European Union countries: more and more countries are introducing restrictions or bans on gambling advertising, especially to protect minors and other vulnerable consumers," she stressed.

Current regulation

Currently, gambling advertising is regulated under the Gambling Law, which prohibits gambling advertising except for the names of companies organising gambling, trademarks and the types of gambling organised. Any additional written, visual or auditory information is prohibited. Advertising may not be directed at minors or vulnerable groups.

"In practice, however, gambling organisers find ways to circumvent these prohibitions by using other forms of advertising, such as opinion leaders, social networks, sponsorship agreements or promotional games where participation indirectly encouraged gambling," says Karolina Briliūtė.

New rules on 1 July 2025

AVOCAD's lawyer points out that new, much stricter rules on gambling advertising will come into force from 1 July 2025. Not only will the location of advertising be restricted, but also its content, duration and form. "This is just a first step: there is a transitional period to adapt, but from 1 January 2028 there will be even tighter restrictions. There are only a few exceptions - for example, advertising will only be allowed to appear on the websites of gambling operators or in gambling venues themselves, and only under strict conditions. There will also be a complete ban on any public events, activities or even sponsorship of legal or natural persons on behalf of gambling companies. The changes are significant - it is worth preparing in advance," warns K. Briliūtė.

How much will ignoring the rules cost?

Currently, illegal gambling advertising can result in a fine of between 0.1% and 1% of the company's previous year's revenue (calculated on the amount staked minus the winnings paid out). However, the amount may not be less than EUR 6 000 or more than EUR 25 000. If the infringement is repeated within a year, the fine doubles from €12,000 to €50,000.

From 1 July 2025, the penalties will be even stricter, with fines rising to 3-5% of annual income. This will make the risk of advertising gambling outside the rules even more costly.

Lithuania in the context of the European Union

There is no single piece of legislation governing gambling advertising in the EU, so each country imposes its own restrictions, based on EU rules on public health and consumer protection.

Here are some examples:

• Italy has completely banned all gambling advertising since 2019 under the Dignity Decree;
• In Spain, advertising is only allowed at night - between 1am and 5am;
• Belgium will almost completely ban gambling advertising from 2023, and from 2025 it will also be banned in stadiums and sports events.

The new amendments to the Lithuanian law put the country among the EU countries with the strictest restrictions on gambling advertising. "This is not only an attempt to match the best practices, but also a strong step towards social responsibility. Lithuania stands out not only in terms of the scope of the restrictions, but also in terms of the strict liability measures provided for," says the lawyer.

How to prepare for business?

AVOCAD lawyer Karolina Briliūtė advises gambling organisers and related businesses to take proactive steps to adapt to the new legislation in time:

• Review all contracts with advertising agencies, opinion leaders, sponsorship partners and other content creators. Make sure they don't contain terms that would be illegal after 1 July 2025.
• Discontinue or modify campaigns that could be considered gambling advertising, even if they are presented as "informative".
• Consult legal advice on risk assessment and compliance, especially if indirect advertising channels (brands, partnerships, etc.) are used.
• Communicate clearly with staff and partners about the new legal framework and the possible consequences for non-compliance.
• Invest in responsible gambling tools, which could be presented as educational content on addiction prevention rather than as advertising, provided this is in line with the new regulation.

According to Karolina Briliūtė, these actions will not only help avoid legal consequences, but will also strengthen the company's reputation as a socially responsible market player.

From 1 July 2025. A transitional period will apply in Lithuania until 1 January 2028, when even stricter restrictions will start to apply. This is a significant step towards strengthening public health protection and reducing the risk of gambling addiction. While these changes may present additional challenges for business, they are necessary for the long-term well-being of society. Society, especially the younger generation, should be protected from forming risky consumption habits and gambling should not be presented as a consequence-free pastime.