Lithuania Sets Gambling Advertising on a Countdown

Lithuania Sets Gambling Advertising on a Countdown

Lithuania has entered a new regulatory chapter following the formal enforcement of a national framework that narrows the promotional reach of gambling operators. As of July 1, new restrictions introduced by the Gaming Control Authority have taken effect, placing tighter controls on the advertising of gambling-related content nationwide. This marks the first step in a longer-term plan that points toward a complete advertising ban by 2028.

Under the revised structure, external advertising, defined as any public-facing promotional content not confined to the operator's property, is no longer permitted. Gambling companies must now restrict their brand exposure to their official business premises and licensed gambling venues. Public transport, outdoor billboards, and third-party installations are excluded from permissible advertising channels.

While some forms of sponsorship remain allowable under the new framework, their scope has been limited. Operators may continue to support sports events, cultural initiatives, and individual athletes, but with stricter guidelines. For example, gambling brands can no longer be incorporated into the names of sports clubs or competitions. This shift may alter the visibility strategies of teams previously aligned with betting partners.

Broadcast media is also subject to change. New rules cap the duration of individual gambling advertisements on television and radio at 15 seconds. Their frequency has been reduced, with limits set at three airings per hour between 6:00 a.m. and 6:00 p.m., and no more than two between 8:00 p.m. and midnight. This applies across both traditional and digital formats. Additionally, digital advertisements for betting platforms are prohibited from linking directly to gambling websites, introducing another layer of compliance for online operators.

The government has made it clear that these measures are not designed to function in isolation. Instead, they are part of a broader, phased strategy that will culminate in a full ban on gambling-related advertising in three years. In this context, the July 2025 rollout serves as a transitional stage, gradually tightening restrictions to prepare both the industry and the public for a more comprehensive regulatory framework.

Commenting on the policy shift, Sandra Vitkevičiūtė of the Lithuanian Gambling Authority pointed to the broader goals behind the strategy. She noted that the reforms are focused on reducing exposure to gambling-related content and addressing societal concerns that have accompanied its growing prominence, particularly in online and sports media.

The legislation had been approved in 2023 following extended deliberation in the national parliament. Policymakers cited increasing levels of gambling participation and concerns around public health, particularly in younger and more vulnerable populations, as key drivers for the reforms. Public discussions in the run-up to the legislation's passage frequently emphasized the role of advertising in shaping behavioural patterns and contributing to normalization.

From the perspective of industry stakeholders, the immediate implications are significant. Operators who had relied heavily on public advertising or naming rights will likely need to revise their marketing strategies. With external placements no longer viable, efforts may shift toward maintaining visibility through internal platforms or compliant sponsorship formats. However, with further tightening expected in the coming years, companies may also begin scaling back long-term advertising investments in the market altogether.

Publishers and broadcasters also stand to be affected. General-interest media outlets are no longer permitted to accept gambling-related advertisements under current rules. Only publications that focus specifically on gambling are permitted to publish product information, significantly narrowing the field of acceptable advertising channels. This development may lead to a reallocation of budgets across the media landscape, affecting both traditional and digital publishing.

Currently, the enforcement mechanisms for the new advertising limits are still in the early implementation stages. However, regulatory authorities have indicated that oversight will be ongoing, and compliance expectations will tighten as the market adapts. While formal penalties have not yet been announced, monitoring activity is expected to intensify, particularly in online environments where enforcement has historically proven more challenging.

The Lithuanian model is being watched closely by regulatory bodies elsewhere in Europe. As several jurisdictions debate how to address rising concerns around gambling accessibility, Lithuania's progressive, phased approach may offer a reference point. By spreading the policy changes over multiple years, lawmakers aim to avoid abrupt disruptions while encouraging the industry to adapt structurally and commercially.