Lithuania to Ban Gambling Advertising in 2025 with Phased Transition and Support for Media
From July 2025 Lithuania will ban gambling ads as part of a wider move to tighten up gambling regulations. This follows several measures introduced throughout the year to reduce the impact of gambling on society including raising the gambling age and introducing new licensing fees. The ban was approved by the Lithuanian Parliament with 73 votes in favour and 1 against. The ban has a phased approach and support for media organisations that will lose advertising revenue.
Limited exceptions for sports and phased transition
The ban has limited exceptions, gambling ads related to sports events and sponsorships can remain until 1st January 2028.
To manage the transition the government has set a limit of 3 sports betting ads under 15 seconds per hour on TV, radio and online from 6am to 6pm, and 2 ads per hour from 6pm to midnight.
Ad Space Limits for Online Platforms
Online platforms with betting ads not linked to operators’ websites will be limited to 20% of total ad space during the day and 10% in the evening.
These are measures to reduce gambling exposure but still give businesses some flexibility during the transition period.
Financial Support for Media Outlets
To mitigate the financial impact on media outlets that rely on gambling ads, Lithuania’s 2024 budget has allocated €4 million ($4.24 million) through the Media Support Fund.
This will help media organisations to adapt to the new ad restrictions.
On-Site Staff to Mitigate Problem Gambling
A new requirement accompanying the ad ban requires all gambling venues to have a trained staff member on site at all times to deal with irresponsible gambling.
Approved by the national gambling regulator, these staff will monitor for problem gambling behaviour and can suspend customers for up to 48 hours if necessary.
This is to create safer gambling environment and have support available for customers who need it.
Global Trend Towards Tighter Regulations
Lithuania’s ban on gambling ads is part of a wider global trend to regulate the gambling industry. In Australia experts are calling for reforms to limit targeted ads especially on platforms like Facebook which have been shown to target vulnerable individuals.
MPs are also considering a ban on in-stadium gambling ads. The All-Party Group on Reducing Gambling-Related Harm in Northern Ireland is also calling for tighter ad restrictions.
