Lithuania Enforces Tighter Controls on Gambling Ads

Lithuania is on the path to imposing more stringent restrictions concerning gambling advertising. In efforts to address societal harm caused by gambling, the nation has unveiled a series of changes aimed at curbing the presence of gambling ads. The Gaming Control Authority has outlined these amendments as transitional steps leading up to a complete ban set to be enforced in 2028. Though gambling advertisements remain permissible at present, this regulatory framework seeks to significantly narrow the avenues available for promotional content.

Restrained Advertising Venues and Formats

Under the revised Gaming Law, effective from July 1, gambling entities will have restricted platforms on which they can display their advertisements. As per the new measures, such organizations are limited to featuring their names and brands at their company headquarters or established gambling venues. External advertising beyond these confines is prohibited. Nevertheless, companies retain the ability to feature their names and trademarks on their respective websites. Specific media avenues, including publications dedicated solely to the gambling industry, are allowed to disseminate gambling-related information. However, betting advertisements face stringent format constraints. Only commercials related to betting are sanctioned for broadcast on television, radio, and online, with such advertising slots lasting no longer than 15 seconds. Moreover, the frequency of these broadcasts is capped at no more than three times each hour between 6:00 AM and 6:00 PM, and twice each hour from 6:00 PM to midnight. Notably, online betting ads must not directly link to betting sites, ensuring a more disjointed user journey from ad interaction to potential site visitation.

Sponsorships and Naming Restrictions

Gambling operators still have the ability to engage in sponsorship agreements, providing an avenue to influence through association without overt advertising. Sponsorship can extend to sports events, organizations, broadcasts, athletes, as well as cultural or artistic events. However, these sponsorships have come under refined rules. Significantly, gambling companies are now barred from incorporating their names into the titles of sports clubs or leagues, thereby lessening brand visibility. Despite this, they can still have their names appear adjacent to the entities they sponsor, subtly maintaining a presence. The overarching aim of these regulations, as highlighted by Sandra Vitkevičiūtę, an advisor at the Gaming Control Authority, remains steadfast. She succinctly articulated that "the aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society." This initiative underscores Lithuania’s committed approach towards managing gambling’s impact, striking a balance between accessibility and protection against potential societal risks associated with gambling activities.