Lithuania has begun enacting a planned ban on gambling advertising that came into force on July 1, 2025, with further measures to be introduced gradually.
Lithuania Moves Forward with Partial Ads Ban
A deadline has been set for 2028, when a complete ban on gambling advertising will come into effect, with the short to mid-term expected to see a surge in gambling ads as companies are seeking to capitalize on market exposure, even though they have to face much stricter rules moving forward.
The grace period that began on Tuesday will now limit the reach of gambling ads, their frequency, and set tighter standards on who may appear in gambling ads. The national regulator has said that these measures are a temporary solution until the full measure can be rolled out.
“The amendments to the Gaming Law aim to reduce the accessibility of gambling and the harm it causes to society,” the regulator said in a statement. The measures are already restrictive enough, according to industry observers, although some consumer groups disagree.
For example, gambling operators may only display their names and brands at their physical venues, and gambling-related information will only be allowed in media outlets that specialize in the industry.
Whatever ads are still allowed in mass media, such as TV, radio, and online, may not exceed 15 seconds in length. Such ads may be broadcast three times per hour from 6:00 through 18:00, and only twice per hour from 18:00 through midnight, which is another complaint that consumer safety bodies have with the rules.
Direct Links from Online Ads and Shirt Sponsorships Are Out
A very important change, though, has to do with how online ads will work. Such ads may no longer include hyperlinks that take consumers to the website they promote directly. Gambling companies may still sponsor sports events and contribute to the development of local sport, but there is an important change – their logos and signage will no longer be visible on player jerseys or home arenas.
This is a major win for the early roll-out of the advertising measures that are meant to help protect consumers by limiting exposure.