Lithuania to Implement Sweeping Ban on Gambling Sponsorships by 2025

A Bold Move: Lithuania’s Crackdown on Gambling Sponsorships

In a significant legislative shift, Lithuanian lawmakers are setting the stage for a comprehensive ban on gambling sponsorships across sports and other public events, poised to take effect in 2025. This initiative, primarily driven by members of the Homeland Union party, signifies a profound change in the landscape of sports financing and gambling advertising within the nation.

Stricter Advertising Laws on the Horizon

The proposed amendments to Lithuania’s Gambling Act are designed to extend the current advertising restrictions, making it illegal for gambling operators to sponsor any form of public event, activity, or individuals. This includes a prohibition against the display of gambling brands’ names or logos at sports venues or on athletes’ attire, marking a drastic departure from existing practices.

Lithuania’s stance on gambling advertising is already among the strictest in Europe. The nation’s National Gambling Supervisory Authority has been vigilant in enforcing the current regulations, which essentially limit operators to providing informational content only. Under the new rules, operators would face further constraints, permitted to disseminate information solely through industry-specific publications, with allowances for brand visibility at corporate and gambling-specific locations.

The Catalyst for Change

The push for tighter controls on gambling sponsorships emerges in the wake of controversy surrounding Šarūnas Stepukonis, a former executive linked to significant embezzlement and gambling allegations. This case has sparked a broader conversation about the influence of gambling in Lithuania and the need for robust regulatory measures.

Gambling’s Growing Footprint in Lithuania

Advocate for the amendments, Mindaugas Lingė, highlighted the alarming growth in the Lithuanian gambling sector, with revenues soaring to €222.2 million in 2023 — a stark increase from €103 million in 2020. Concurrently, advertising expenditures in the industry have doubled, alongside a significant rise in operators’ profits from €20 million to over €53 million within the same period.

A Future Without Gambling Sponsorships

As Lithuania prepares to enter a new era of gambling regulation, the proposed ban on sponsorships heralds a significant shift towards minimizing gambling’s visibility and influence in public life. By curbing the integration of gambling entities within sports and events, Lithuania aims to foster a more responsible and less pervasive gambling culture, setting a precedent for regulatory measures globally.