Lithuania has begun implementing phased gambling advertising restrictions, with a full ban on gambling advertising expected by 2028. To reduce the accessibility and social harm of gambling, the Lithuanian government will adopt a series of temporary regulations to gradually tighten the scope and form of gambling advertisements.
Starting from July 1, gambling operators can only display their brand names at their own premises and on official websites, and are prohibited from placing any form of advertising in other public places. At the same time, only media specifically targeting the gambling industry are allowed to publish related content. The duration of gambling advertisements on mainstream media is strictly limited to 15 seconds, and the broadcasting time is also restricted: a maximum of three times per hour from 6:00 AM to 6:00 PM; and a maximum of two times per hour from 6:00 PM to midnight. Online gambling advertisements must not contain direct links to gambling websites.
Sandra Vitekvicejute, an advisor to the Lithuanian Gambling Control Authority, stated that this move aims to reduce the social impact and potential risks of gambling through regulatory adjustments. The ban was overwhelmingly supported by the parliament in November 2024.
In the fields of sports and culture, gambling companies can still engage in sponsorship activities, but their names will be prohibited from appearing in the official names of sports clubs or leagues, although sponsorship relationships and related exposure are still allowed.
With these phased restriction measures being implemented, Lithuania is preparing for a complete ban on gambling advertising by 2028, aiming to protect public interests through strict regulation.
