Lithuania to Ban Gambling Advertising Starting in 2025

Lithuania is set to impose a comprehensive ban on gambling advertising, following a vote in the Lithuanian Parliament that passed with overwhelming support—73 votes in favor and just one abstention. The ban will come into effect in July 2025, marking a significant shift in the country's approach to gambling regulation. However, the ban will not be absolute, with specific exceptions for sports-related advertising and sponsorships, alongside a transitional period that could extend the impact of the restrictions into 2028.

Key Provisions and Transitional Measures

While the ban will cover most forms of gambling advertising, there are notable exceptions aimed at protecting the sports sector. Under the new law, gambling ads linked to sports competitions, sponsorships, and broadcasts will be permitted, but with tight regulations. A transitional period until January 1, 2028, has been introduced to ease the shift. During this period, sports betting ads can air up to three times per hour—each lasting no more than 15 seconds—on TV, radio, and online platforms between 6 a.m. and 6 p.m. The allowance is reduced to two ads per hour between 6 p.m. and midnight. Furthermore, online gambling ads without a direct link to the operator's website will be restricted to 20% of the advertising space during daytime hours, decreasing to 10% after 6 p.m.

This sweeping change builds on previous regulatory steps, such as the 2021 amendment that restricted promotional campaigns, gambling chips, and incentives for consumers. While the move is seen as a step toward protecting consumers, especially vulnerable individuals from the harms of excessive gambling exposure, it raises concerns about the financial impact on media organizations. With advertising revenue from gambling companies set to decrease, the Lithuanian government has earmarked €4 million ($4.24 million) in the 2025 budget to help media companies adapt during this transitional period.

The gambling advertising ban in Lithuania reflects a broader trend seen in other parts of the world. In Australia, experts are calling for stricter controls on gambling ads targeting vulnerable populations, especially through platforms like Facebook. Similarly, Northern Ireland’s All-Party Group on Reducing Harm Related to Gambling has urged the Westminster Government to take action on limiting gambling ads to protect at-risk individuals. Lithuania's decision is part of an increasing global movement to curb the pervasive influence of gambling advertising on society, with a focus on harm reduction and consumer protection.

The upcoming ban on gambling ads in Lithuania, with limited exceptions for sports, aims to reduce exposure while allowing a transitional period to ease the shift for media and advertisers.

Conclusion

Lithuania’s new gambling advertising restrictions are set to significantly reshape the landscape for gambling operators and media companies alike. While there are exceptions for sports-related promotions, the overall goal is to limit exposure to gambling advertisements, especially for vulnerable groups. The transitional measures will give stakeholders time to adjust, but with the government's support for media companies and the broader context of international discussions on gambling advertising, Lithuania is positioning itself as a key player in the global conversation on gambling regulation.