Lithuania Imposes Strict Gambling Advertisement Rules

Lithuania has embarked on a significant regulatory journey with the commencement of strict gambling advertisement restrictions effective July 1. This step is part of a comprehensive, multi-year effort to gradually reduce gambling advertisements across the country, culminating in a total ban by 2028. These measures are aimed at curbing the pervasive visibility of gambling in society and mitigating its potential adverse effects on public health. The Gaming Control Authority, the regulatory body overseeing these initiatives, affirms that these updated rules form a crucial element of a broader strategy to decrease gambling's exposure and influence. Sandra Vitkevičiūtę, an advisor at the Gaming Control Authority, highlighted the intention behind these legislative amendments, stating, “The aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society.”

Stringent Controls on Advertising and Sponsorship

Under this new legislative framework, gambling businesses face substantial limitations on their promotional activities. These restrictions encompass a broad range of measures, significantly scaling down the ability of operators to advertise externally. Branding and advertisements are now confined to physical premises and official business locations, with bans in place for any external advertising mediums like billboards and public displays. Meanwhile, companies retain the right to feature their name and logo on their digital platforms. The scope of media appearances has also been significantly curtailed. Publications exclusively dedicated to the gambling industry remain the only allowable platforms for gambling-related content. Yet, more stress is placed on ensuring minimal visibility on mainstream media. Radio, television, and online advertising can continue under stringent constraints, limiting each advertisement to a maximum of 15 seconds, with frequency caps throughout the day. Between 06:00 and 18:00, ads may appear up to three times an hour, but this frequency decreases to twice per hour from 18:00 onwards until midnight. Despite limits on advertising strategies, gambling companies can still engage in sponsorship activities. However, a shift in how sponsors are recognized publicly accompanies these allowances. Organizations can no longer feature gambling company names in official titles, although logos and branding may still accompany sponsored entities.

Strategic Phasing Towards a 2028 Ban

The groundwork for this legislation was set in motion back in November 2024, when the parliament overwhelmingly endorsed the resolution. Out of numerous members, 73 voted in favor and a single member abstained. This political backing reflects a strong national commitment to diminishing gambling's societal footprint, gradually phasing out advertisements to align with public health goals. The transitional period before the 2028 deadline allows Lithuanian authorities to carefully modulate their control, ensuring companies in the gambling sector can adapt efficiently to the enhanced regulatory landscape. Throughout this phased rollout, Lithuania remains focused on diminishing the consumability of gambling across public and private spheres. Ultimately, as the 2028 deadline for a complete advertising prohibition approaches, the government is poised to implement further tightening measures, continuously navigating these changes to foster a reduced gambling environment suitable for societal benefit. Source: “Lithuania begins gradual ban on gambling advertising”, lrt.lt, Jul 1, 2025 Source: “Lithuania begins gradual ban on gambling advertising”, lrt.lt, Jul 1, 2025 By GamesAndCasino