Lithuania’s Gaming Supervision Authority Concludes Betsson Ad Violation Case

Lithuania’s gambling regulator has closed an inspection into Betsson concerning the use of its betting brand in the name of the country’s top basketball competition. The Gaming Supervision Authority (GSA) confirmed that no fine or other sanctions would be imposed after the company addressed the issue during the investigation.

The inquiry focused on the continued use of the name “Betsson-LKL” following amendments to Lithuania’s Law on Gambling enforced since 1 July last year. Under the revised legislation, gambling operators are prohibited from including their names in the titles of sports clubs, leagues, or other sponsored entities.

Despite the legal change, the Lithuanian Basketball League kept featuring the Betsson brand in its official name. This prompted the authority to probe the arrangement for unauthorised gambling advertising.

Betsson takes corrective action during investigation

According to the regulator, once the inspection began, Lošimų strateginė grupė, a Lithuanian iGaming brand Betsson acquired in 2016, acknowledged the authority’s guidance and immediately remedied the breach.

The league name was revised to create a clear distinction between the competition and its sponsor. It is now presented as “LKL, which is sponsored by Betsson,” rather than incorporating the operator’s name into the league title. The registered trademark “Betsson LKL” was also cancelled and withdrawn from public use.

The Gaming Supervision Authority concluded that these steps fulfilled the inspection’s objectives before its formal completion. As a result, the case was closed without further enforcement action.

Regulator emphasises proportional approach to enforcement

The Lithuanian gambling regulator reiterated that sanctions are applied only when regulatory objectives cannot be achieved through other means. Any enforcement action must be proportionate to the nature of the breach and the level of harm caused.

In this instance, the GSA determined that Betsson’s prompt cooperation and corrective measures addressed the issue sufficiently. With the infringement resolved and no ongoing risk identified, the authority decided that it was unnecessary to impose a penalty on the brand.

Lithuania maintains nuanced stance on gambling sponsorship

Though Lithuania’s current laws prohibit most forms of gambling advertising, operators may still be named as sponsors in descriptive text without the addition of logos. Also, branding remains permitted on certain physical elements, such as pitch-side advertising and athletes’ shirts. This distinction reflects the legal separation between sponsorship information and prohibited advertising content.

The restrictions introduced on 1 July form part of a transitional framework ahead of a full gambling advertising ban scheduled for 2028. These measures are aimed at reducing gambling availability and limiting gambling-related harm.

The GSA confirmed it has taken a consultative approach to implementation, holding five stakeholder meetings in March and providing dozens of consultations before the law took effect and over 190 afterward. A balance between dialogue and enforcement remains central to the regulator’s approach as the market adjusts to tighter advertising rules.