Lithuania advances gambling overhaul with new ad curbs, player safeguards

Lithuania has entered a new phase of sweeping gambling reforms, tightening restrictions on advertising, raising the legal gambling age, and expanding oversight ahead of a full regulatory overhaul set to take effect by 2028.

The latest measures, which came into force on July 1, are part of a gradual transition approved by the Seimas (Parliament) in November 2024. The government said it aims to strengthen consumer protections and bring the country’s regulatory framework in line with European Union standards.

The move is also part of a long-term plan to reduce the social harm caused by gambling, said Sandra Vitkevičiūtė, an advisor at the Gaming Control Authority (LPT).

Under the updated rules, gambling operators may now only promote their brands within licensed premises and on official websites. Broader marketing - including digital campaigns, pop-up ads, and direct links to betting platforms - is banned. Television, radio, and internet commercials are limited to short 15-second slots and may air only a few times per hour, depending on the time of day.

A complete advertising blackout, one of the strictest in the EU, is scheduled to begin on January 1, 2028.

Gambling companies may continue to sponsor sports events and cultural initiatives, but they are no longer permitted to brand sports clubs or leagues. Logos can still appear alongside sponsored teams and athletes. Only trade publications dedicated to gambling are allowed to carry broader information about the sector.

In a further step to tighten controls, Lithuania will raise the legal gambling age from 18 to 21 starting this month, excluding national lottery draws. Operators are also required to deploy behavioural monitoring systems, impose deposit limits, and provide intervention training for frontline staff.

On the financial side, new anti-money laundering rules require all banks licensed by the Bank of Lithuania to monitor gambling transactions and report suspicious activity to the Gambling Control Authority. Banks must block payments to blacklisted gambling sites within 24 hours of a directive, or face fines of up to €6,000 ($7,042), with steeper penalties for repeat violations.

To enhance enforcement, the LPT has been granted expanded supervisory powers, including the authority to issue fines of up to €700,000 for serious breaches. Meanwhile, a €4 million transition fund has been established to support media outlets that may be affected by falling gambling advertising revenues.

Uncertainty remains around the sector’s fiscal outlook, with the Ministry of Finance yet to confirm whether a proposed 22% tax on slot machine and online gambling income will be introduced. Industry analysts say such a move could significantly alter the economics of Lithuania’s digital gambling market.

The Seimas has underscored its intention to eliminate illegal operators and create a more transparent and accountable gambling environment through its staged reform strategy.