Lithuania Begins Gradual Ban on Gambling Advertising
As of July 1, Lithuania has introduced temporary restrictions on gambling advertising, paving the way for a full ban by 2028.
What Changed on July 1, 2025
Under the new rules, gambling ads are now limited to specific formats and channels.
Brand Advertising Restrictions
Gambling operators may now display their brand names and logos only in the following contexts:
- On the exterior of offices and betting shops
- On their own official websites
- In niche publications dedicated to gambling
All other forms of outdoor advertising—including banners, posters, and billboards—are prohibited.
TV, Radio, and Online Advertising
Advertising is permitted only for betting services and must follow strict time and content limitations:
| Channel | Placement Conditions |
|---|---|
| TV and Radio |
Up to 15 seconds 6:00 AM – 6:00 PM: max 3 times per hour 6:00 PM – 12:00 AM: max 2 times per hour |
| Internet |
No active links to operators’ websites No pop-ups or intrusive ads Ad size limitations apply |
Sponsorship: Still Allowed, with New Rules
Gambling companies are still allowed to sponsor:
- sports teams and events
- broadcasts of competitions
- cultural and artistic events
However, betting brands can no longer appear in official team or league names.
Sponsors and team names must now be clearly separated. For example:
- Before: 7bet–Lietkabelis
- Now: Lietkabelis sponsored by 7bet
Reasons and Goals Behind the Restrictions
According to Sandra Vitkavičiūtė from the Lithuanian Gambling Supervisory Authority, the main goal is to reduce the accessibility of betting and its potential harm to society.
The new measures represent a compromise—giving the market time to adapt before a total ban takes effect.
Media Compensation
To offset the loss of advertising revenue, the Lithuanian government has allocated €4 million through a media support fund. These funds aim to assist media outlets affected by the new regulations.
What’s Next
These restrictions are transitional. A complete ban on gambling advertising will be enforced in 2028.
While further legal adjustments may follow, the overarching direction—to reduce the presence of gambling in public spaces—will remain unchanged.
Key Takeaways
- As of July 1, 2025, gambling ads in Lithuania face major restrictions
- A full advertising ban will be implemented in 2028
- Branding is allowed only in strictly defined locations
- TV and online betting ads are tightly regulated in terms of timing and content
- Sponsorships are allowed but without using the betting brand in the official team name
- The government is compensating media losses from the state budget