Lithuania tightens gambling laws
Lithuania has rolled out new restrictions on gambling advertising as part of a long-term plan to ban all such promotions by 2028. The government wants to reduce public exposure to gambling and strengthen player protection.
Limits on ad timing and formats
Starting July 1, 2025, operators can air gambling ads no more than three times per hour between 6 a.m. and 6 p.m. Each ad must stay under 15 seconds and use no more than 20% of total ad space. From 6 p.m. to midnight, only two ads per hour are allowed, using up to 10% of ad space. The new law also bans pop-up ads. Authorities plan to phase out gambling promotions over three years.
From January 1, 2028, operators may only display their name, logo, and list of services at physical locations. The law will block all sponsorships and event-related advertising. However, the interests of gambling companies have not been ignored. To support media outlets that lose revenue, the government has allocated €4 million in compensation.
Operators must increase player protection
Gambling venues must hire staff trained to spot harmful gambling behavior. These staff members can stop gameplay and suspend a player’s activity for up to 48 hours. Online platforms must provide tools for self-exclusion, betting limits, and behavior tracking. Regulators have also raised fines for violations. Gambling companies now face penalties of up to €700,000, based on their annual income.
These measures aim to create a safer environment for players and ensure that operators take a proactive role in responsible gaming. By imposing higher fines, regulators seek to enforce stricter compliance and discourage negligent behavior among gambling operators.
What’s next?
Lithuania joins Estonia and Latvia in tightening gambling laws. Policymakers say the phased approach gives the industry time to adapt while reducing the influence of gambling on the public. Will the new regulations actually bring the expected results? There is currently no answer to this question.
The long-term impact of these measures will depend on how effectively operators and the public adjust to the new rules. Only time will tell whether these regulations lead to a significant reduction in gambling-related harm and whether other countries will follow Lithuania’s example.