Belarus Poised to Suspend Online Gambling Advertising

Belarus will be suspending most online casino promotions and advertisements, along with ads for other gambling products, including sports betting. The move is part of an extensive attempt to rein in problem gambling and ensure that consumers are not unnecessarily exposed to excessive gambling, the reasoning goes.

Belarus Outlines Rules on Gambling Ads Yet to Be Voted into Law

The proposed changes are the work of the Ministry of Antimonopoly Regulation and Trade and are awaiting the go-ahead from the relevant government agencies and bodies. 

While not yet signed into law, these changes are expected to dramatically change the gambling advertising landscape in the country. Apart from restricting online casino advertising, the changes are also meant to stop ads for gambling and electronic interactive games.

Even lottery ads will be hit with restrictions, in a bid to lessen consumers’ overall exposure to gambling in general. This has been coming for a while, after Google confirmed in January that gambling ads may only be displayed after operators obtained the relevant authorizations from Belarusian agencies.

The new changes also seek to restrict gambling ads universally – not only to root out illegal gambling ads, but also to significantly limit the ability of licensed operators in the country to advertise.

Regulated operators will also face further restrictions in terms of the imagery they can use in order to push their gaming products. The image and likeness of celebrities, and even people in general, as well as animals, would be prohibited under the law.

European Jurisdictions Are Known to Restrict Gambling Ads

The idea is that gambling becomes relatable and even appears harmless when such imagery is used. Licensed companies will be able to advertise within strict windows and will not have access to all of their previous advertising channels, meaning that they will be able to reach fewer customers.  

In a sense, Belarus is following in the footsteps of other European jurisdictions, with notably Italy administering a similar ban. 

Spain, another country that has an anti-gambling streak, has walked back on a blanket advertisement ban, acknowledging the need to allow licensed operators to reach customers. Spain loosened its gambling ads rules after an intervention from the Supreme Court, however.