Lithuanian Lawmakers Pass Broad Gambling Ad Ban

Lithuania's legislative body has decisively voted in favor of a comprehensive ban on most forms of gambling advertising as part of a broader initiative to combat problem gambling. The sweeping changes to the Gaming Law, ratified on a Tuesday with a notable majority of 73 votes for and a single abstention, are set to become effective in July 2025. These newly adopted regulations are indicative of the rising concerns within the society about the social ramifications of gambling, while also taking into account the potential economic repercussions this ban could impose on media outlets that substantially depend on advertising revenue.

Detailed Regulations and Transition Measures

The legal adjustments primarily entail prohibiting most gambling promotions across various platforms, yet certain allowances are made for sports events, sponsorship deals, and broadcastings. However, these exceptions are temporary and will taper off by January 1, 2028, particularly for advertisements related to sporting activities. The transitional arrangement intends to alleviate the impact on industries intertwined with sports marketing.

The new guidelines specify that from July 2025, both television and radio, in addition to online media, will be subjected to stringent controls regarding gambling advertisements.

Television and radio stations, for instance, are permitted to air a maximum of three betting advertisements each lasting no more than 15 seconds per hour during daylight hours (6:00 AM to 6:00 PM). This limit decreases to two ads per hour in the evening (6:00 PM to midnight).

Conversely, online platforms face even stricter restrictions, limiting gambling-related content to occupying no more than 20% of total ad space during daytime and merely 10% during evening segments. Furthermore, advertisements may no longer contain direct links to gaming operators’ websites, deliberately reducing the overall exposure within digital spaces.

With full consideration of the potential financial impact of these restrictions, Lithuania's government has allocated an additional €4 million to the Media Support Fund for the next fiscal year. This financial aid is primarily geared towards assisting media organizations that rely heavily on gambling advertising revenue, helping them to cushion the potential financial blow and to adjust smoothly to the emerging regulatory landscape.

The Pathway of Gambling Regulations in Lithuania

Lithuania has incrementally toughened its stance on gambling advertising over the recent years, establishing a historical context of restrictive policies even preceding the latest ban. During the tumultuous COVID-19 outbreak, the government had already advised gambling operators to curtail promotional activities, aware of the societal stress amplified by the pandemic. Nonetheless, feedback revealed concerns that these operators were, in fact, intensifying their advertising efforts. Critical to these policy shifts is the voice of the public.

A November survey conducted by the Gambling Supervisory Authority unveiled a significant public sentiment, with 52% of participants expressing support for a complete ban on gambling advertising. This prevalent public opinion has substantially influenced lawmakers to place public welfare above the vested interests of the gambling industry. These new regulations represent a decisive move by Lithuanian authorities to not only mitigate the adverse consequences of gambling but also to strive for a balance that reduces harm while preserving economic stability in affiliated sectors.

By incorporating transitional measures and ensuring strategic financial support for media outlets, the government aims to sustain financial continuity while executing a determined approach to addressing gambling-related challenges.

Source: "Gambling Advertising Ban Passed by Lithuanian Parliament", lcb.org, November 18, 2024. 

By GamesAndCasino