Lithuania to Ban Gambling Ads Starting July 2025

After seeking to increase the legal age for gambling to 21 at the start of the year, considering the adoption of stricter gambling regulations amid a high-profile embezzlement and gambling scandal in the spring, and introducing new licensing fees for gambling businesses in the summer, Lithuania is prepared for more.

Naemlt, the Baltic state is getting ready to ban gambling advertising starting July 2025. 

This will be possible thanks to the Lithuanian Parliament’s vote, which considered the restriction of gambling ads in the country. 

73 Votes in Favor, One Abstention 

The proposed amendments were approved with 73 votes in favor and one abstention. 

The decision that had overwhelming support will therefore ban gambling advertising with some exceptions. Advertising related to sports competitions, events, and sponsorships will be allowed until January 1, 2028, as part of a transitional period.

The approved plan includes a phased transition ending in 2027. 

The transition would not allow more than three sports betting ads of under 15 seconds each per hour on TV, radio, and online from 6 am to 6 pm. 

The air time for the ads would be cut to two per hour between 6 pm and midnight.

10%-20% Ad Space for Online Platforms

Online platforms with betting ads that do not directly link to the operator’s website will be restricted to 20% of advertising space between 6 am and 6 pm, dropping to 10% between 6 pm and midnight.

To support media outlets impacted by the advertising restrictions, next year’s budget has allocated €4 million ($4.24 million). The money from the Media Support Fund would be used to compensate media organizations that would suffer lost advertising revenue.

However, Finance Minister Gintarė Skaistė believes the amendment will not severely impact the industry’s competitiveness.

Mandatory On-Site Staff Member to Mitigate Irresponsible Gambling 

The new amendment also requires all gambling venues to have a staff member on-site at all times to manage instances of irresponsible gambling. 

The respective staff member would be trained by the national gambling regulator and receive authorization to intervene when risky gambling behavior is identified. 

When needed, the same staff member will be allowed to suspend the customer for 48 hours.

These measures are designed to promote responsible gambling practices and ensure that venues are equipped to address potential harm.

The new ad restrictions are part of a broader trend, as other countries are also considering tighter controls. 

Australian experts are advocating for reforms to reduce targeted ads aimed at vulnerable groups, particularly on platforms like Facebook, where alcohol and gambling companies have been found to target at-risk individuals.

Recently, lawmakers in the land Down Under announced they would consider a ban on in-stadium electronic sideline gambling ads.

Similarly, the Northern Ireland Assembly’s All-Party Group on Reducing Harm Related to Gambling has asked the Westminster Government to introduce tighter restrictions on gambling ads.