Lithuania Starts Phased Gambling Ad Ban Ahead of 2028

Lithuania has officially launched a sweeping plan to phase out gambling advertisements by 2028.

From July 1, 2025, gambling operators must adhere to strict new limits across all advertising channels, including digital, TV, and sports sponsorship.

These restrictions aim to curb gambling accessibility and reduce societal harm, particularly among young and vulnerable populations.

Operators, sponsors, and media platforms must swiftly adapt or risk penalties as Lithuania shifts toward a zero-advertising future for gambling.

Lithuania Cracks Down on Gambling Ads with New Restrictions Ahead of 2028 Ban

Key Points

• Operators may display branding only at premises or websites, with all external advertising banned.
• TV, radio, and online ads are restricted to 15 seconds, with limits on frequency and time slots.
• Gambling sponsorship is allowed, but company names cannot appear in team or league titles.

Lithuania Begins Gradual Ban on Gambling Advertising with New National Restrictions in Force

On 1 July 2025, Lithuania began the first phase of a comprehensive plan to eliminate gambling advertising across the country. Under newly enforced amendments to the Gaming Law, gambling ads are now subject to strict restrictions, which will progressively intensify until a complete ban is implemented in 2028.

The changes are designed to reduce gambling accessibility and mitigate its social harm, particularly among youth and problem gamblers.

According to Sandra Vitkevičiūtė, advisor to the Gaming Control Authority,

“The aim of the amendments is to reduce the accessibility of gambling and the harm it causes to society.”

Severe Limitations on Gambling Visibility

Effective immediately, gambling operators may only display their names and trademarks at their registered premises or directly on their websites. All forms of outdoor advertising and third-party promotional displays are prohibited.

Moreover, only media outlets specifically dedicated to the gambling industry are permitted to publish gambling-related content, meaning general news, sports, and entertainment platforms must largely avoid promotional content tied to gambling.

This move is in line with international trends to restrict exposure to gambling ads in non-targeted, high-traffic media.

Broadcast and Online Advertising Time-Capped and Restricted

Betting advertisements on TV, radio, and online platforms are not entirely banned, but they are now severely limited in terms of length and frequency:

• Ads must not exceed 15 seconds.

• From 6:00 to 18:00, only three ads per hour may be broadcast.

• From 18:00 to midnight, the limit drops to two ads per hour.

• Ads cannot link directly to betting platforms.

These rules are designed to minimise impulsive betting and reduce the psychological impact of repeated gambling exposure, particularly during live sports and family-viewing hours.

Sponsorship Still Allowed — With Conditions

Gambling operators may continue to sponsor sports teams, athletes, events, and cultural programming. However, the revised legislation introduces key restrictions:

• Gambling company names cannot appear in the official names of sports clubs or leagues.

• Operators may still feature in branding, kits, and broadcasts, but only as secondary sponsors.

This aims to dilute the commercial identity link between sports and gambling, a connection critics say has normalized betting among fans and youth athletes.

A Path to Total Ban by 2028

Lithuania’s parliament passed the advertising ban bill in November 2024 with 73 votes in favor and only one abstention, reflecting broad political consensus.

These current restrictions are temporary transitional measures leading toward a full ban on gambling advertising by 2028. The gradual approach allows operators and media to adjust while laying the groundwork for a new regulatory and cultural environment.

It also gives regulators time to monitor impacts, adjust enforcement strategies, and assess the bill’s efficacy in reducing problem gambling rates.

The move mirrors similar legislative shifts in other European markets. For example, Italy banned all gambling ads in 2019, while Spain and Belgium have passed advertising restrictions in recent years. Lithuania’s model, however, is unique for its multi-year phase-in strategy and structured enforcement roadmap.

Lithuania’s decision to phase out gambling advertising is a major regulatory milestone, with significant implications for operators, sponsors, and media platforms. The July 2025 restrictions are only the beginning of a broader transformation aimed at curbing gambling-related harm and reclaiming control over digital and broadcast marketing channels.

As the countdown to 2028 continues, stakeholders must align their strategies with a tighter regulatory environment, prioritising responsible marketing and consumer protection. The message is clear: in Lithuania, the future of gambling will no longer be sold through mass advertising—it will be earned through compliance, integrity, and societal trust.