Moldova Eases Gambling Ad Ban: What It Means for the Industry

Moldova’s strict ban on gambling advertising could soon change under a new draft law approved for review.

The Moldovan parliament is considering allowing certain gambling ads with strict conditions, including limited formats and timings.

If passed, this law could align Moldova with European norms while maintaining safeguards against gambling-related harm.

Explore what this potential policy shift means for Moldova’s gambling sector and its advertising landscape.

Moldova Moves Toward Lifting Strict Ban on Gambling Advertising

Key Points

1. Regulated Advertising: Ads would be allowed under strict guidelines, such as specific time slots and size restrictions for retail displays.
2. Limited Scope: High-risk games like slots and casinos remain banned, while low-risk verticals like lotteries gain cautious approval.
3. European Alignment: Lawmakers seek to harmonize Moldova’s regulations with European standards while addressing enforcement challenges.

Moldova Signals Shift in Gambling Ad Policy

The Moldovan parliament has taken a significant step toward easing the country’s 2021 gambling advertising ban by approving the first reading of a draft law that would allow certain forms of gambling ads. The move comes in response to enforcement challenges and aims to balance economic and regulatory considerations.

A Move Toward Regulated Advertising

Under the proposed legislation, low-risk gambling verticals like lotteries and sports betting could advertise under strict conditions:

• Broadcast ads would only be permitted between 10 p.m. and 7 a.m. or during live sports events on national channels.
• Display ads for approved games must be limited to A4 size and displayed exclusively at retail outlets.
• Advertisements must include warnings about gambling harm, occupying at least 20% of the ad space or airtime.

Deputy Radu Marian, one of the law’s authors, emphasized the cautious approach:

“The most intrusive advertising, such as internet ads and street banners, will remain banned. Ads for high-risk games like slots and casinos are also prohibited.”

The National Lottery of Moldova would be permitted to publish lottery results online, aligning with international practices and improving transparency.

Why the Shift?

Moldova’s complete advertising ban has proven difficult to enforce, particularly in the context of international sports broadcasts. Lawmakers point out that most European countries allow some form of gambling advertising, making Moldova’s restrictive laws an outlier.

Deputy Dorian Istratii argued that the total ban creates legal ambiguities for international broadcasts of events like football matches, which often include gambling ads from other jurisdictions.

This proposed change seeks to address enforcement challenges while maintaining safeguards to protect the public from gambling-related harm.

Concerns and Criticism

Despite its measured approach, the draft law has drawn criticism from opposition lawmakers. They argue the move contradicts earlier claims by government officials, who touted the advertising ban as a public good in 2021.

Additionally, concerns remain about gambling addiction, an issue raised by neighboring Romania. In July, Romanian authorities introduced a national strategy to combat addiction, including eight regional centers for treatment. Moldova’s lawmakers will need to navigate similar concerns while implementing advertising reforms.

Next Steps for the Draft Law

The draft law must pass a second reading in parliament before it becomes law. Given opposition criticism and the high stakes of gambling regulation, debates are expected to continue.

If passed, Moldova would join other European nations in adopting a regulated approach to gambling advertising. This shift could unlock economic opportunities while maintaining a focus on harm prevention and responsible gaming.

European Context and Regional Impact

Moldova’s move aligns with broader regional trends. Across Europe, governments are balancing economic benefits from gambling with the need to regulate advertising and address public health concerns.

In Romania, for example, proposed laws aim to address gambling addiction while limiting the proliferation of gambling venues in small towns. These efforts underscore the importance of careful policymaking in the gambling sector.

Moldova’s proposed shift in gambling advertising policy represents a pragmatic response to enforcement challenges and a desire to align with European norms. By allowing limited advertising for low-risk gambling activities, the draft law seeks to balance economic growth with public protection.

For operators and stakeholders, this change could open new opportunities while reinforcing the need for responsible advertising practices. As the law progresses through parliament, its final form will shape the future of Moldova’s gambling landscape.

With its cautious yet forward-looking approach, Moldova sets an example for navigating the complexities of gambling regulation in a modern economy. Stay tuned for further developments as this pivotal legislation moves toward its final stages.