Lithuania Begins Phased Ban on Gambling Advertising Ahead of 2028 Deadline
Last update: 02 July, 2025
The new regulations, enforced from 1 July 2025, are aimed at reducing the accessibility of gambling and mitigating its harmful impact on society, according to the country’s Gaming Control Authority.
Under the current restrictions, gambling operators are now permitted to display their brand names only on the premises of their offices or gambling venues, and on their official websites. All other forms of external advertising, such as billboards, public transport ads, or branded merchandise, are no longer allowed.
The new rules also tighten controls on how gambling content can appear in mass media. Betting advertisements on television, radio, and online platforms are restricted to a maximum duration of 15 seconds. These ads may air no more than three times per hour during daytime hours (06:00 to 18:00), and no more than twice per hour in the evening (18:00 to midnight). Furthermore, online ads must not include direct links to gambling websites, further limiting their reach and immediacy.
An exception remains for media outlets that are specifically focused on the gambling industry; only these platforms are permitted to feature detailed gambling-related content.
The legislation also imposes new boundaries on sponsorships. While gambling operators can continue sponsoring sports teams, events, broadcasts, and cultural or artistic activities, they are no longer allowed to incorporate their company names into the official names of sports clubs or leagues. However, their logos and branding may still be displayed alongside athletes or organizations they support.
Sandra Vitkevičiūtė, an advisor to the Gaming Control Authority, emphasized the reasoning behind these changes: “The aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society.”
The legal foundation for this shift was laid in November 2024, when the Lithuanian Parliament approved the advertising ban with overwhelming support—73 members voted in favor, with just one abstention.
As Lithuania transitions toward a total advertising ban over the next three years, the current measures serve as a significant step in curbing the public visibility of gambling and reinforcing responsible gaming practices across the country.