In a landmark decision, Lithuania’s parliament has passed stringent measures to regulate gambling advertising, aiming to significantly reduce problem gambling across the nation. Set to take full effect in July 2025, these regulations represent a critical step toward a more responsible and controlled gambling environment.

Detailed overview of the new regulations:

According to LRT (Lithuanian National Radio and Television), the legislative amendments received overwhelming support, passing with 73 votes in favor and only one abstention. This strong endorsement underscores the commitment of Lithuanian lawmakers to tackle the social challenges associated with gambling.

Under the new rules, most forms of gambling advertising will be banned from July 2025. However, certain exceptions will remain during a transitional period to ease the impact on industries reliant on gambling sponsorships. Advertising will continue to be permissible at sports events, competitions, and related broadcasts until January 1, 2028.

Moreover, during the transition until the end of 2027, the law permits restricted gambling ads. Specific guidelines will allow up to three betting-related advertisement spots per hour during daytime hours (6 AM to 6 PM) and two per hour in the evening (6 PM to midnight) across television, radio, and online platforms.

Recognizing the potential financial strain on media companies due to reduced advertising revenue, the government has proactively set aside an additional 4 million euros in next year’s budget for the Media Support Fund. This fund aims to assist media outlets during the adjustment period as they transition away from gambling-related income.

For online media, the restrictions are particularly stringent. Betting ads that do not directly link to the gaming operator’s website will be limited to occupying no more than 20% of the advertising space during daytime and 10% during evening hours.

Public backing and government strategy:

These legislative changes were propelled by the results of a national survey conducted by the Gambling Supervisory Authority in November. The survey revealed that a majority (52%) of respondents favored a complete ban on gambling advertisements. This public sentiment has significantly influenced the government’s approach to reforming gambling laws.

Previously, even before the legislative change, Lithuania had enforced strict regulations on gambling advertisements. However, the need for tougher restrictions became evident during the Covid-19 pandemic. The government had urged gambling operators to reduce advertising during the pandemic lockdowns, although compliance was inconsistent, leading to an increase in complaints about excessive gambling advertising during a period of overall industry decline.

With these new regulations, Lithuania sets a precedent in the Baltic region for addressing problem gambling through legislative action.

The Lithuanian parliament’s decision marks a pivotal move towards mitigating the social impacts of gambling, aligning with public health objectives and responding to community concerns about gambling addiction.