Parliament’s New Legislation Aims to Curb Gambling Harm Amid Growing Public Support

In a landmark decision, Lithuania’s parliament has voted to impose a nationwide ban on gambling advertising starting in July 2025. The new regulations, which received widespread approval, are designed to curb gambling addiction and its associated social consequences. The move comes after a surge in public backing, with a recent survey showing 52% of Lithuanians in favor of tighter restrictions. The ban is set to dramatically reshape the country’s gambling landscape, particularly for operators and media outlets reliant on gaming-related advertisements.

Key Provisions of the Ban

The new legislation, passed with 73 votes in favor and just one abstention, stipulates that from July 2025, gambling operators will be prohibited from advertising their services through all media channels. However, there are exceptions. Sports sponsorships, sports event promotions, and advertisements during broadcasts are allowed to continue under specific conditions until January 2028. This gives the sports and media sectors some breathing room to adjust to the changes.

To compensate for the loss of gambling advertising revenue, Lithuania’s government has earmarked €4 million for the Media Support Fund in the 2025 national budget. This fund will assist media organizations that stand to be most impacted by the new restrictions.

Transitional Measures for Media and Sports Industries

In an effort to balance public health concerns with economic interests, the legislation introduces transitional measures that will allow limited advertising during a transitional period. Specifically:

• Television and Radio Ads: Up to three betting-related advertisements, each no longer than 15 seconds, will be allowed per hour between 06:00 and 18:00. Between 18:00 and midnight, the limit will be reduced to two advertisements per hour.
• Online Media Ads: Gambling-related advertisements in online media will be capped at 20% of the total advertising space between 06:00 and 18:00, and at 10% from 18:00 to midnight. Furthermore, ads that directly link to gambling operators’ websites will be prohibited.

These measures aim to prevent an overnight disruption of the gambling industry while working to minimize the negative effects of excessive gambling advertising.

The Growing Debate on Gambling Advertising

The push to ban gambling ads stems from mounting concerns over the impact of increased gambling promotions on public health. According to the Gaming Supervisory Authority, there has been a noticeable rise in problem gambling, particularly during the COVID-19 pandemic, when advertising volumes spiked. In fact, many of the gambling-related complaints the authority has received in recent years have revolved around non-compliance with advertising guidelines.

While the government justifies the ban as a necessary step to tackle gambling addiction, critics in the gambling sector argue that the legislation will negatively affect the industry’s growth and profitability. The ban could also lead to job losses and a drop in tax revenue generated from gaming operations, some industry players warn. Still, public opinion largely supports the move, with many Lithuanians seeing it as a crucial measure to address gambling’s growing societal toll.

Mixed Reactions and Future Outlook

Reactions to the new law have been mixed. On one hand, gambling operators face a future with fewer opportunities to advertise their services. Many businesses in the sector are already adapting to the upcoming changes, but the restrictions could mean lower visibility, impacting consumer engagement.

On the other hand, sports-related advertising continues to be exempt for several more years, allowing gambling companies to maintain a foothold in the industry through sponsorships and broadcasting deals. These measures will give operators more time to adjust to the broader restrictions, while also preserving the economic benefits tied to sports sponsorships.

The government’s move has also been lauded as a progressive step toward protecting vulnerable populations from the dangers of gambling addiction. Lithuania joins a growing list of countries and regions that have recognized the need for stricter advertising controls to safeguard public health.

As Lithuania moves forward with these changes, the gambling industry must prepare for a fundamental shift in the way it operates. The introduction of transitional measures will offer some breathing room, but by 2028, the country will be a very different market for gambling operators and media organizations alike.