Lithuania Imposes Preliminary Limits on Marketing for Gambling Activities
Lithuania is embarking on a **four-year transition period** towards a complete ban on gambling advertising, with the first steps being taken on July 1, 2025 [1][2][3]. This gradual approach is part of a broader effort to enact a ban on gambling advertising, with the ultimate goal set for 2028.
### Key Details of the Ban and Interim Restrictions
The new regulations significantly limit where and how gambling companies can promote their services. **Gambling operators** can only display their branding at their physical premises such as gambling venues and company headquarters. They may also show their name and logo on their own websites [1][2][3].
In the realm of media, only **trade publications focused exclusively on gambling** are permitted to publish gambling-related content. General media outlets are barred from gambling advertising during the transition [1][2][3].
Betting ads on television, radio, and online platforms are allowed but are tightly restricted. Ads must be no longer than **15 seconds**. They may run up to three times per hour between 6:00 a.m. and 6:00 p.m., and no more than twice per hour between 6:00 p.m. and midnight [1][2][3]. Online betting ads cannot include direct links to betting websites to prevent immediate user engagement [1][2][3].
Gambling companies can still sponsor sports events, organizations, broadcasts, athletes, and cultural or artistic events during the transition. However, gambling company names are no longer allowed as part of official names for sports clubs or leagues, although they may appear alongside sponsored clubs or athletes [2][3].
### Purpose of the Ban
The overarching aim of these measures, as stated by Sandra Vitkevičiūtė, advisor to the Gaming Control Authority, is to **reduce the accessibility of gambling and minimize its societal harms** [1][2][3].
The bill for banning gambling advertisements was passed by the Lithuanian parliament in November 2024 with overwhelming support (73 votes in favor, 1 abstention) [2]. The short to mid-term in Lithuania is expected to see a surge in gambling ads as companies are seeking to capitalize on market exposure before the complete ban comes into effect in 2028.
Sports events can still be sponsored by gambling operators during the transition period, but their names are no longer allowed as part of official names for sports clubs or leagues.
The ultimate goal of the four-year transition period towards a complete ban on gambling advertising is to reduce the accessibility of gambling and minimize its societal harms.
