Lithuania Launches Phased Ban on Gambling Ads
Lithuania has rolled out new restrictions on gambling advertisements as it starts its phased transition toward a full ban.
LISTEN TO THIS ARTICLE:Under the new rules, which came into effect yesterday, July 1, ambling operators can only advertise their names and brands at their headquarters or gambling venues. Companies can also display their brand names and trademarks on their official websites. Every other form of external advertising is prohibited.
The regulations also stipulate that only gambling industry media outlets will be granted the exclusive rights to publish gambling-related content or activities.
Operators can still advertise their betting services on TV, radio, and online. However, the duration of the ads must not exceed 15 seconds. These ads can air up to 3 times per hour from 6 am to 6 pm, and up to 2 times per hour from 6 pm to midnight.
Online betting ads are also banned from linking directly to betting sites. While companies can still sponsor sports teams, events, and broadcasts, their names can no longer be part of sports clubs or league names. However, their logos can still be displayed on sponsored teams and athletes.
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Path to a Total Ad Ban
The Gaming Control Authority notes that these changes are transitional, leading to a complete ban on gambling advertising in 2028.
The aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society.
The bill to prohibit gambling ads initially cleared the Lithuanian parliament in November 2024, with 73 votes in favor and one abstention. In addition to laying the groundwork for the gambling ad ban, it also allocates an additional €4 million to the Media Support Fund to compensate media outlets for inevitable revenue losses that will be incurred from the ban.
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