Lithuania Follows Italy's Lead, Imposes Advertising Ban on Gambling Nationwide
Lithuania has embarked on a phased ban on gambling advertising, with the aim to fully implement the ban by 2028. The ban, which began with initial restrictions on July 1, 2025, is designed to reduce gambling accessibility and the related societal harm.
Currently, gambling ads are highly restricted in terms of duration, frequency, and channels. They may only appear briefly on TV, radio, and online during limited hours, and branding is mostly confined to physical venues and websites. Sponsorships are still allowed, but with restrictions on using gambling company names in sports club or league names.
The ban has an exception for sports competitions, sponsorships, and broadcasts of sports competitions. This means that betting ads during sports events are not subject to the restrictions.
The ban in Lithuania follows a similar move by Italy, which introduced a gambling ad ban in June 2018. However, the impact of such bans on the growth of the black market gambling is yet to be fully understood. Some argue that the Italian gambling ad ban has done more harm than good, while others suggest that it has been effective in reducing gambling-related harm.
The European Betting and Gaming Association (EGBA), an organization representing online gambling companies operating in the European Union, has expressed concerns about the Italian gambling ad ban. In a statement made on their website in 2023, the EGBA stated that the ban "clearly favors the black market and should be revised." The EGBA argues that bans on gambling ads make it difficult for gamblers to differentiate between legal and illegal gambling options.
In Italy, the EGBA highlighted a meteoric rise in black market gambling, up to €25bn ($26.47bn) per year, according to La Gazzetta dello Sport. It remains to be seen whether Lithuania will face a similar trend.
To compensate for the lost advertising revenue, the country will provide financial support to media organizations through the Media Support Fund, which includes €4m ($4.2m).
As the ban in Lithuania is still in its early stages, further monitoring will be needed to assess its impact on the black market and to clarify the EGBA’s official position on this recent regulatory development.
- Despite the restrictions on gambling advertising in Lithuania, situations such as sponsorships for sports competitions and events still allow betting ads to be displayed, creating potential avenues for the promotion of gambling.
- In anticipation of potential losses in advertising revenue due to the ban, Lithuania has allocated financial support to media organizations through the Media Support Fund, acknowledging the importance of alternative sources of funding.
