How Europe is redrawing the lines on gambling advertising
Of all aspects of gambling regulation, “perhaps no topic has attracted more policymaking attention over the past decade than advertising,” states a newly published Vixio report on the global regulatory landscape. Initially triggered by the liberalisation of online gambling across Europe in the 2010s, the explosion in gambling-related advertising, sponsorships, and marketing campaigns has since led to what the report calls “a clear policy trend” toward tightening restrictions — and, in some cases, outright prohibitions.
Today, a wave of advertising reforms is sweeping across both mature and emerging gambling markets in Europe as governments respond to concerns over the exposure of young adults and vulnerable populations to betting promotions.
Beyond traditional media, regulators are especially turning their attention to social media. The Vixio report identifies a new global challenge in managing “the growing role of influencers and content creators in promoting operators (both legal and illegal).”
From regulation to restriction
The report categorises countries under three tiers of advertising regulation: Allowed (with standard protections in place), Restricted, and Prohibited. Among jurisdictions now falling into the “Restricted” or “Prohibited” categories are Ireland, Croatia, Lithuania, Spain, and Romania, while countries like the Netherlands and Sweden are considering or preparing further limitations.
For instance, Croatia’s parliament passed a bill on 11 April 2025 that will take effect from 1 January 2026, imposing “a blanket ban on all printed ads, a ban on broadcast or digital ads between 6 am and 11 pm, and a ban on ads that include links to gambling sites or bonus promotions.” Prime Minister Andrej Plenković presented the amendments as a necessary step to “reduce the negative impact of gambling, especially on young people, due to the development of online gambling in recent years.“
Ireland, which enacted the Gambling Regulation Act 2024 last October, is another focal point. The law includes a “gambling advertising watershed between 5:30 am and 9 pm” and grants the newly formed Gambling Regulatory Authority of Ireland (GRAI) broad powers to determine the scope of advertising limits. According to the report, GRAI will also work in collaboration with the Advertising Standards Authority of Ireland to address complaints about gambling advertisements — especially those tied to unlicensed operators.
Seven years later: Italy’s blanket ban under pressure
Italy has long been seen as a test case for strict gambling advertising regulations. Since the introduction of the Dignity Decree in July 2018, which imposed a blanket ban on all gambling ads and sponsorships, the country has become “somewhat of a poster child for global regulatory pressures on gambling advertising,” the report states. With the exception of national lottery games and limited exemptions for non-promotional communications, all forms of gambling advertising – across television, radio, digital, print, and sponsorship – have been forbidden for nearly seven years.
But now, the ban is showing signs of strain. According to the report, “Italy’s government is now coming under increasing pressure to revisit its 2018 blanket ban on all gambling advertising.” Despite the prohibition, Italy’s regulated online gambling market has nearly tripled in size since 2019, thanks in part to pandemic-driven digital growth.
In response to the ban, operators have found ways to stay visible without breaching the rules—focusing on brand awareness and content-driven partnerships rather than direct advertising. At the same time, AGCOM, Italy’s communications authority, has ramped up efforts to crack down on violations, handing out fines to operators, influencers, and major platforms like Meta and YouTube. Still, gambling content is easy to find online, particularly when it comes from unlicensed or offshore sources that fall outside the regulator’s reach.
As the report notes, “Italy’s blanket ban has not stopped Europe’s second largest regulated online market from nearly trebling in size,” raising concerns that the policy may be more symbolic than effective. Critics argue that the ban may actually expose consumers to more harm by weakening the visibility of legal, regulated operators and allowing black-market sites to flourish.
While there is no formal proposal to lift the ban, momentum is building for a policy rethink. The Italian experience highlights a broader dilemma for regulators: how to balance consumer protection with effective market oversight—a question that other European countries are now grappling with as well.
Spain: legal setbacks, but persistent political will
Spain presents a unique case where advertising restrictions were partially rolled back following a March 2024 Supreme Court ruling. The court annulled several provisions of a 2020 Royal Decree, citing the need for parliamentary approval. Still, the Spanish government “has pledged to reintroduce the restrictions via new legislative amendments” by attaching them to a broader reform bill. For now, the Spanish gambling sector enjoys a temporary reprieve.
From the UK to the Netherlands: political pressures mount
In the UK, the 2023 White Paper fell short of satisfying campaigners who have long called for stricter advertising controls. Although “new rules from the UK Gambling Commission” will ban cross-sell promotions and limit bonus wagering from 19 December 2025, critics argue these do not go far enough. According to the report, Sarah Fox of the Department for Culture, Media and Sport acknowledged in April that there remains “strong parliamentary interest in advertising and sponsorship.” A cross-party group of MPs has since urged a full review of the Gambling Act’s advertising provisions.
Meanwhile, the Netherlands is preparing to “severely limit the appeal of online gambling” with expected legislation by year-end. The Dutch Minister of Legal Security’s announcement in February set the tone for a likely expansion of current restrictions.
Lithuania and the long road to total ban
Lithuania is pursuing one of the most aggressive advertising crackdowns, reveals the report. Legal amendments passed in November 2024 will severely limit gambling ads from 1 July 2025, with a complete ban — including sponsorships — planned for January 2028. Draft regulations were already proposed by the Lithuanian Gaming Control Authority in March. The report notes that Lithuania has earmarked €4 million to compensate media outlets for lost ad revenue.
Eastern Europe: the new frontline
Countries across Eastern and Central Europe are becoming the new epicentre of reform. Ukraine banned most forms of gambling advertising in January, and Bulgaria introduced its own restrictions via a law passed in May 2024. The report suggests these moves reflect “a clear trend of gambling advertising restrictions expanding to less mature markets.“
‘Europe at a crossroads’
As the report concludes, “Europe finds itself at somewhat of a crossroads on advertising policy.” Prohibitive legislation continues to spread eastward, even as earlier adopters like Italy and Spain reconsider or revise their approaches. Meanwhile, a digital frontier of influencers and algorithm-driven marketing is reshaping how regulators think about responsibility, enforcement, and reach. Regulators continue to grapple with how to allow licensed operators enough visibility to compete without ceding ground to unlicensed or black-market alternatives.
