Lithuania is set for a complete advertising ban by 2028 based on the new transitional rules on gambling advertisements. The enforcement of these measures began on July 1st by the Gambling Supervisory Authority, marking the start of a phased approach towards reducing gambling-related harm. 

Under the new regulations, gaming operators are only allowed to display their names and trademarks on their official premises or gaming venues. All other forms of external advertising have been prohibited. While operators may still showcase branding on their websites, additional information is no longer permitted. 

Moreover, only specialised publications can provide content focused on the gambling industry. This move will confine promotional materials to a professional context for the general public.

Tighter Controls on Media and Online Advertising

The new rules introduce strict limits on where and how gambling advertising can appear in mainstream media. Betting advertisements are permitted on television, radio, and online platforms. However, these must adhere to time and frequency restrictions. A maximum of three ads per hour is allowed from 6am to 6pm, then no more than two ads hourly afterwards. 

Furthermore, each ad must not exceed 15 seconds in length and can no longer include direct links to the organizers’ websites. There are limits on the size of digital ad placements, while gambling-related pop-ups obscuring website content have been banned.

Sponsorships Allowed, But Naming Rights Curtailed

Gambling companies may continue sponsoring sports and cultural events, including competition and performance broadcasts. They are also permitted to support individual athletes and organisations. 

However, the naming rights has undergone significant changes, with laws preventing the brands’ names from being used in official names of sports clubs or leagues

Sponsored entities must maintain a clear separation between the club’s name and the sponsor. For instance, the basketball team previously known as Panevėžys 7bet–Lietkabelis will now be referred to as Panevėžys Lietkabelis, keeping the 7bet sponsorship separate.

A Compromise for Gradual Industry Adjustment

According to Sandra Vitkevičiūtė, advisor at the Gambling Supervisory Authority, this new approach was adopted after dialogue with industry stakeholders. The transitional measures are designed to give gambling companies time to adapt before the total advertising ban comes into effect in 2028. 

In anticipation of its impact, the Lithuanian government has allocated 4 million euros from the 2025 Media Support Fund to offset expected losses in advertising revenue.