Online gambling in Europe: hard limits vs self-regulation in 2025
In recent years, online gambling in Europe has undergone a profound, silent transformation. At the heart of this change lies a renewed focus on responsible gaming regulations, now seen as essential to protect players and ensure a safer digital environment. While all countries share the same goal – player protection – their methods differ widely.
In 2025, two Eastern European countries – Bulgaria and Lithuania – take centre stage with new laws reshaping how online gambling is regulated. Their contrasting approaches highlight the broader European debate on how best to tackle gambling-related risks.
Bulgaria’s path: strict limits, zero tolerance
Bulgaria has chosen a direct and inflexible route. The country’s new draft law, currently under review by the European Commission, introduces fixed thresholds for both time and financial losses. For example, online gaming sessions are limited to four hours for adults and just two hours for users under the age of twenty-four.
Daily financial losses are also capped: players cannot lose more than ten times the average private-sector salary in a single day. Additionally, younger players face a stricter limit of five salaries. Once these thresholds are exceeded, the player is automatically suspended for seven days and added to a national register of individuals deemed vulnerable.
The rationale behind this model is simple and forceful: prevent impulsive or addictive behaviour through hard, enforceable limits. Operators play a passive role, responsible only for implementing the rules technically and without discretion.
Lithuania’s model: prevention and operator responsibility
In stark contrast, Lithuania has embraced a more flexible and prevention-oriented strategy. The law approved by the European Commission requires licensed gambling operators to take active responsibility for monitoring their users’ behaviour. This includes identifying early signs of problem gambling, providing information and warnings, and ensuring staff are properly trained.
Rather than imposing predefined limits, the Lithuanian model focuses on empowering operators to manage risk from within. The aim is to identify potentially harmful behaviour before it becomes an issue, making player protection a shared responsibility between regulators and industry stakeholders.
This approach demands more from operators – technological investment, organisational awareness, and a long-term commitment to customer care.
A shifting European landscape
Bulgaria and Lithuania are not alone in reshaping the regulation of online gambling in Europe. In the UK, new rules have introduced limits on slot stakes (£5 for players over 25, £2 for those aged 18-24) and mandated a statutory levy on operators to fund addiction treatment services. Ireland has launched its national gambling authority, banned gambling advertising during sensitive hours, and required operators to contribute to public health funds.
In Malta, often seen as the heart of Europe’s iGaming industry, the notion of “duty of care” has been reinforced, obligating operators to detect at-risk users and intervene early. Germany maintains one of the strictest frameworks, especially for slots, deposits, and advertising. France is gradually opening its market to private actors, balancing long-standing monopolies with new licensees under enhanced transparency rules.
Despite differences in pace and style, a clear trend is emerging. Europe is moving toward a unified goal: ensuring that online gambling is safe, fair, and accountable. Player protection is no longer a best practice – it’s a regulatory standard.
A challenge for the iGaming industry
These regulatory shifts present both challenges and opportunities for operators. In Bulgaria, compliance will require strict implementation of hard limits. In Lithuania, it will mean developing sophisticated behavioural monitoring systems and improving internal governance.
Elsewhere in Europe, operators must respond to tightening rules around advertising, stake limits, and data transparency. Across the board, technological readiness and regulatory agility will be crucial to success.
Those able to adapt swiftly and embed responsible gaming practices into their operations will not only remain compliant but also gain a competitive edge in a maturing market.
A new balance for European iGaming
Europe’s online gambling ecosystem is evolving rapidly. While models like Bulgaria’s emphasise enforcement and restriction, others like Lithuania’s highlight collaboration and internal accountability. These contrasting paths ultimately lead to the same destination: a more ethical, sustainable future for iGaming in Europe.
Whether through hard limits or structured self-regulation, the message is clear – responsible gaming is no longer optional. For the industry, this marks a turning point. Those who see compliance as an opportunity for innovation will be best positioned to lead the next chapter of European iGaming.
This article was first published in Italian on 19 June 2025.
