Gambling advertising ban Lithuania in line with the Netherlands and Belgium!
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24 Nov 2024 •
Reading time: 3 minutes In Lithuania, gambling advertising is over. Parliament recently voted overwhelmingly in favour of a ban on gambling advertisements, which will come into effect from July next year. Only one member of parliament decided to abstain from voting – everyone else voted in favour.
This means that gambling advertising will soon almost completely disappear from the streets. This step by Lithuania follows the trend in Europe, where countries such as Belgium and the Netherlands have already introduced stricter rules to limit the influence of gambling advertisements. We see that more and more countries are fighting against the impact of gambling advertisements on vulnerable groups.
Exceptions for sports, but with a strict transitional arrangement
There are a few exceptions, but even these are temporary and quite limited. Until the end of 2027, sports betting companies are allowed to advertise on television, radio and online channels for a very short time. However, this is only allowed three times per hour and each advertisement may last a maximum of 15 seconds.
After 6 p.m., only two such advertisements may appear per hour. This strict schedule only applies to sports-related gambling advertising, and after 2027 that option will also be closed. In Belgium and the Netherlands, you see something similar: there are strict rules for how, when and where gambling companies can advertise.
Strict limits for online gambling advertising
Lithuania is also taking tough action online. During the day (between 6 a.m. and 6 p.m.), gambling advertising may not take up more than 20% of the advertising space. After 6 p.m., that may only be 10%. So if you still come across a gambling advertisement, they will be small and limited – and they cannot simply link to a gambling website. With this, Lithuania is taking a strict approach, while still leaving some room for sports-related promotions, as long as it remains within clear limits.
4 million euros in support for the media
Stopping gambling advertising also means less income for the media. That is why the Lithuanian government has already set aside 4 million euros for next year to support media companies. Because gambling companies advertise a lot, these companies will feel that loss. With this subsidy, the government wants to soften a big financial blow, something that other European countries, such as the Netherlands and Belgium, also do for their media with stricter regulations.
Gambling advertising bans are advancing in Europe
With this ban, Lithuania is following a European trend that is becoming increasingly stronger. In Belgium, the rules for gambling advertising have already been tightened considerably, and in the Netherlands there will even be a complete ban on “untargeted” gambling advertising next year. Many countries have the same goal: to better protect vulnerable groups, such as young people and people with gambling problems, against the influence of advertisements. In other parts of the world, such as Australia, experts are also calling for these rules to be tightened.
The question remains whether Lithuania and the rest of Europe will find the right balance between gambling companies and protecting society.