Gambling Advertising Bans and Restrictions in the EU

The European Advertising Restriction Landscape

Gambling advertising regulation represents one of the most dynamic and rapidly evolving areas of EU gambling law. While the European Union does not mandate uniform advertising rules, member states have increasingly moved toward restricting or prohibiting gambling marketing, driven by public health concerns, consumer protection priorities, and political pressure.

According to industry analysis from SiGMA, European nations have implemented some of the world's most restrictive gambling advertising frameworks, with several countries enforcing outright bans while others apply comprehensive time-based restrictions and content limitations.

The rationale for these restrictions typically centers on protecting vulnerable populations, particularly minors and problem gamblers, from exposure to gambling marketing. Research cited by the GambleAware foundation has examined the drivers behind gambling marketing restrictions internationally, identifying links between advertising exposure and gambling participation, normalization of gambling behaviors, and potential harm to vulnerable groups.

For operators seeking to understand their marketing obligations, compliance requirements vary dramatically depending on the target market. This guide examines the current regulatory framework across major EU jurisdictions and emerging trends shaping future policy.

Countries with Complete or Near-Complete Advertising Bans

Italy: The Decreto Dignita Model

Italy implemented one of Europe's most comprehensive gambling advertising bans through the Decreto Dignita (Dignity Decree) in 2019. Despite being the EU's largest gambling market by gross gaming revenue, Italian regulators took an aggressive stance against gambling marketing.

The Italian ban has had significant implications for Serie A football and other major sports, which previously relied heavily on gambling sponsorship revenue. As noted by Altenar's regulatory analysis, operators in Italy face unique marketing challenges, with many turning to content marketing, SEO strategies, and brand-building exercises that don't directly promote gambling services.

Belgium: The 2023 Comprehensive Ban

Belgium implemented a nationwide gambling advertising ban in 2023, representing one of the EU's most recent and far-reaching advertising reforms. The Belgian approach evolved through multiple regulatory stages, with initial restrictions via Royal Decree in February 2023 later codified into the Gaming Act in 2024.

Under the revised framework:

• General Prohibition: Advertising games of chance is generally prohibited unless specifically authorized by Royal Decree
• Personalized Advertising: Completely banned across all channels
• Required Disclaimers: Any permitted advertisements must clearly state minimum legal age and include gambling prevention messaging
• Sports Coverage: Incidental advertising related to sports event coverage remains permitted
• Sponsorship Transition: Sports sponsorship is permitted for non-professional associations; professional sports associations can display brand names on player clothing and at venues until January 2028

Several operators have challenged the constitutionality of these reforms, with proceedings currently pending before the Belgian Constitutional Court. A ruling is expected by late 2026 or early 2026, which could reshape the Belgian advertising landscape.

Poland: State Monopoly and Marketing Restrictions

Poland maintains one of Europe's most restrictive gambling regimes, with only the state-run Totalizator Sportowy permitted to operate online casino games. This state monopoly model extends to advertising, with gambling advertising banned entirely for private operators.

The Polish approach reflects a broader regulatory philosophy that limits gambling to state-controlled channels, reducing the commercial incentive for aggressive marketing that characterizes competitive licensed markets.

Countries with Strict Partial Restrictions

Germany: The GluckStV Framework

Germany's Interstate Treaty on Gambling (Glucksspielstaatsvertrag) establishes comprehensive advertising restrictions administered by the Gemeinsame Glucksspielbehorde der Lander (GGL). While not implementing a complete ban, Germany's framework represents one of Europe's most detailed regulatory approaches.

The German approach reflects the federal structure of gambling regulation, with individual states maintaining some authority over enforcement. The GGL has actively pursued operators for advertising violations, demonstrating willingness to impose significant penalties.

Netherlands: The KSA's Evolving Framework

The Netherlands has progressively tightened gambling advertising restrictions since legalizing online gambling in 2021. The Kansspelautoriteit (KSA) has implemented increasingly stringent rules in response to concerns about advertising saturation.

Key Dutch advertising restrictions include:

• Celebrity/Athlete Prohibition: No celebrities, athletes, or influencers may appear in gambling advertisements
• Untargeted Advertising Ban: Default prohibition on mass marketing via television, radio, internet search engines, and public spaces
• Age Targeting: 95% of audience must be verified as 18+ for any permitted digital advertising
• Bonus Restrictions: Welcome bonuses cannot be advertised on mass media
• Cooling-Off Requirements: Deposit limit increases require waiting periods

The KSA has proven to be one of Europe's most active enforcement bodies for advertising violations, issuing fines in the millions of euros against operators found in breach of marketing rules. For more on Dutch compliance requirements, see our Affiliate Marketing Rules for Gambling in the EU guide.

Spain: Time-Based Restrictions and Content Rules

Spain has implemented aggressive advertising restrictions through Royal Decree 958/2020 and subsequent regulations, including Royal Decree 444/2024 which introduced additional limitations.

The Direccion General de Ordenacion del Juego (DGOJ) has demonstrated strong enforcement capacity, with fines for serious advertising violations reaching up to EUR 50 million under Spanish law.

France: Product-Specific Approach

France maintains a product-differentiated advertising regime through the Autorite nationale des jeux (ANJ). While online casino remains prohibited in France, advertising for permitted products (sports betting, horse racing, poker) faces specific restrictions.

• Advertising must not target minors or suggest gambling improves social status
• Television advertising restricted during certain hours and programming
• Mandatory responsible gambling warnings and problem gambling helpline references
• Digital advertising subject to targeting restrictions

The French market demonstrates how advertising rules can differ by product type within a single jurisdiction, requiring operators to carefully tailor marketing strategies based on the specific gambling vertical.

Emerging Restrictions: 2026 and Beyond

Lithuania: July 2025 Comprehensive Ban

Lithuania's parliament passed amendments in November 2024 that will severely limit gambling advertising from July 2025. The law progression leads to a complete ban, including all sponsorships, by January 2028.

This represents one of the most aggressive advertising reform timelines in the EU, moving from relatively liberal advertising to complete prohibition within a few years.

Croatia: January 2026 Restrictions

Croatia's parliament approved legislation in April 2025 that will take effect January 1, 2026, imposing:

• Complete ban on all printed gambling advertisements
• Broadcast and digital advertising banned between 6:00 AM and 11:00 PM
• Prohibition on advertisements containing links to gambling sites or bonus promotions

Eastern and Central European Trends

According to industry analysis, Central and Eastern Europe is becoming "the new epicentre" of gambling advertising reform. Ukraine banned most gambling advertising in January 2026, and Bulgaria introduced restrictions in May 2024. This trend reflects the expansion of advertising restrictions to newer regulated markets that previously operated with more permissive frameworks.

Advertising Restriction Comparison Table

The following table summarizes the current advertising regulatory status across major EU markets:

Key Compliance Considerations

Content Requirements

Across all EU jurisdictions with active gambling markets, certain content requirements apply regardless of whether full bans exist:

• Age Restrictions: All gambling advertising must clearly state minimum gambling age
• Responsible Gambling Messaging: Warnings about gambling risks and links to support services typically required
• No Misleading Claims: Advertising cannot suggest gambling offers financial solutions or guarantees of winning
• No Minor Targeting: Universal prohibition on advertising that targets or appeals to underage audiences

Affiliate and Influencer Marketing

The rise of digital marketing has prompted specific regulatory attention to affiliate marketing and influencer partnerships. Our comprehensive guide to Affiliate Marketing Rules for Gambling in the EU covers the specific compliance requirements for affiliate marketers, but key points include:

• Affiliates are typically subject to the same advertising restrictions as operators
• Influencer partnerships face particular scrutiny in markets like Netherlands and Spain
• Disclosure requirements apply across the EU under consumer protection laws
• Some jurisdictions require affiliates to hold licenses or register with regulators

Cross-Border Advertising

Digital advertising creates unique challenges for cross-border compliance. Operators must ensure marketing reaches only intended markets and complies with local regulations. Geo-targeting, language targeting, and IP blocking are commonly employed compliance tools, though regulators increasingly scrutinize whether these measures effectively prevent exposure in restricted markets.

Impact on Sports and Media

Sports Sponsorship Transformation

The progressive restriction of gambling sponsorships is reshaping European sports funding models. Football leagues previously reliant on gambling partnerships have had to diversify revenue sources. The Premier League (UK) has implemented a voluntary "whistle-to-whistle" advertising ban, while Italian Serie A lost significant gambling sponsorship revenue following the Decreto Dignita.

For esports and gaming communities interested in how these restrictions affect competitive gaming, see our guide to CS2 Skin Gambling vs Esports Betting, which examines the legal distinctions between regulated esports betting and unregulated skin gambling platforms.

Media Industry Implications

Advertising restrictions have significant revenue implications for broadcasters and digital publishers who previously relied on gambling advertising spend. This has prompted industry lobbying against complete bans and encouraged development of alternative revenue models.

Regulatory Rationale and Research

Regulators implementing advertising restrictions typically cite several justifications:

Public Health Protection

Research examined by organizations like GambleAware has explored relationships between advertising exposure and gambling behavior. While causation is debated, correlational evidence suggests advertising influences gambling participation rates and may contribute to normalization, particularly among younger demographics.

Consumer Protection

The European Commission has identified gambling as a consumer protection priority area. Advertising restrictions align with broader consumer protection frameworks designed to prevent exploitation of vulnerable consumers. The European Gaming and Betting Association (EGBA) represents industry perspectives on proportionate regulation.

Problem Gambling Prevention

As detailed in our guide to Problem Gambling Statistics and Prevention Measures in the EU, advertising restrictions form part of comprehensive harm prevention frameworks. Research suggests that reduced advertising exposure may support recovery efforts for individuals with gambling problems and reduce triggers for relapse.

Frequently Asked Questions

Which EU countries have banned gambling advertising?

Several EU countries have implemented full or partial gambling advertising bans. Italy has maintained a comprehensive ban since 2019 under the Decreto Dignita. Belgium banned most gambling advertising in 2023, with sponsorship exceptions phasing out by 2028. Poland prohibits gambling advertising entirely for private operators (only state-run Totalizator Sportowy can advertise). Lithuania's comprehensive ban takes effect July 2025 with a full sponsorship ban by 2028. Other countries like Germany, Netherlands, and Spain have strict restrictions rather than complete bans.

Can gambling operators sponsor sports teams in Europe?

Sports sponsorship rules vary dramatically across EU countries. Italy prohibits all gambling sponsorships under the Decreto Dignita. Belgium allows limited sports sponsorship until January 2028 for professional associations (brand name/logo on player clothing and at venues). Spain restricts sponsorship heavily with celebrity and influencer prohibitions. Germany allows some sponsorships but with strict guidelines about minor targeting. The UK and Malta currently permit sponsorships but face increasing pressure to restrict them, with some leagues implementing voluntary restrictions.

What are the penalties for violating gambling advertising rules in the EU?

Penalties for advertising violations vary by country but can be severe. In the Netherlands, the KSA has issued fines up to EUR 4 million for advertising breaches. In Spain, DGOJ can impose fines up to EUR 50 million for serious violations. Italy's AGCOM enforces the Decreto Dignita with substantial financial penalties. License suspension or revocation is possible in most jurisdictions for repeated violations. Beyond fines, operators face reputational damage and increased regulatory scrutiny following violations.

How do advertising restrictions affect affiliate marketing?

Affiliates are generally subject to the same advertising restrictions as operators in most EU jurisdictions. This means affiliates marketing to restricted countries must comply with local content requirements, time-based restrictions, and in some cases cannot market at all. Some jurisdictions like Netherlands and Spain require affiliates to register with regulators or hold licenses. Violation of advertising rules by affiliates can result in both direct penalties and consequences for partnered operators.

Related Resources

• Affiliate Marketing Rules for Gambling in the EU - Detailed compliance guide for affiliate marketers
• Problem Gambling Statistics and Prevention Measures - Understanding the public health context for advertising restrictions
• EU Gambling Laws Explained - Overview of how national gambling regulation works in the EU
• Country Index - Browse regulations for all 27 EU member states
• EU Gambling Regulation Comparison Tool - Compare regulatory frameworks side-by-side

Last Updated: December 2025