Restrictions on advertising betting

The Czech betting market is regulated by the Gambling Act (Act No. 186/2016 Coll.) overseen by the Treasury Department. Advertising is allowed only for operators with a valid basic license; unlicensed brands are not allowed to advertise. The frame is supplemented with requirements for the content and presentation of advertising materials.

1) Fundamentals and red lines

Licensed brands only. Advertising of chance games and bets that are offered without a basic license is prohibited. This applies to both offline and digital media.

Mandatory disclaimers. Each advertisement must contain: (a) an 18 + mark and (b) a warning about the risk of addiction and that participation in gambling cannot provide a stable income comparable to labor. The wording is readable and noticeable.

General law compliance. All advertising activities are assessed in conjunction with the general rules of the Gambling Act and by-laws; operators are required to communicate conditions transparently.

2) Content: what is permissible in creatives

Prohibition of romanticization and "easy money." Messages about guaranteed earnings, "risk-free" rates, aggressive call-to-action are unacceptable. Clarity of bonus conditions (turnover, coefficient, deadlines) is required.

Visual age restrictions. In advertising - only adult characters/actors; targeting of audiences under 18 is excluded. (The requirement follows from the mandatory 18 + and general logic of industry RG policies.)

3) Sites and formats

Offline media. Basic are allowed if licensing and disclaimers are met. At the same time, in 2024-2025. actively discussed initiatives to tighten the rules up to the ban on advertising betting on public media (press, billboards, citylight, etc.) - at least at the level of legislative proposals.

Digital channels. Performance and brand tools with correct age filtering, excluding youth audiences and visible warnings are allowed. Any creatives are required to contain 18 + and a risk warning.

Affiliate programs and influencers. Allowed only for licensed brands and in compliance with the same rules (disclaimers, lack of "guarantees" of winning, target restrictions).

4) Sports sponsorship and naming leagues

The Czech Republic is a major market for sports sponsorship for betting, but the rules are tightening. The change in title sponsors of dominant football leagues (for example, the transition from Fortuna to the Chance brand/Tipsport ecosystem in 2024) and public discussions around a possible general ban on gambling advertising showed the volatility of the regulatory agenda and financial risks for clubs. The league and sports organizations have already expressed concerns about the consequences of radical restrictions.

5) Operator and advertiser responsibilities

Status verification. Before launching a campaign, advertising platforms and agencies check the brand license. Violation - risk of fines and blocking.

Uniform layout standards. Visual zone under 18 + and warning - required on all media, including banners, OOH and POS materials.

Integrity of offers. Any bonuses/freebets are accompanied by full disclosure of key conditions in an understandable form.

6) Enforcement: how it is controlled

The supervisory authority monitors the compliance of advertising materials with the law, and sanctions are possible for advertising an unlicensed operator or the absence of mandatory warnings. In general, the industry lives in compliance-by-default mode, when any controversial interpretations are resolved in favor of greater caution. (Confirmed by industry guides and Czech legal digests.)

7) Trends 2024-2025: Tightening course

Discussion of a "hard" ban. Media and industry sources recorded the promotion of initiatives that limit the visibility of gambling advertising in public space; industry and sports leagues opposed total prohibition.

Eurocontext. There is no pan-European ban on gambling advertising; regulation is the prerogative of countries. But on the horizon are new EU initiatives on the "honest design" of digital services that can indirectly affect gambling marketing (topics "addictive design," pace/communication patterns).

8) Practice for marketing (checklist)

1. We advertise only a licensed operator.

2. In all formats - 18 + and warning about risks/instability of income.

3. No "easy money," guarantees and aggressive romanticization of winnings.

4. We rigidly exclude audiences <18 and youth-dominated environments.

5. In bonus creatives - key conditions in simple language.

6. In sports sponsorship, we are preparing a "plan B" in case of point bans on carriers/categories.

9) Forecast 2026-2030

With a high probability, the course towards stricter self-regulation and targeted legislative tightening will remain: increased mandatory warnings (size/contrast), possible restrictions for OOH and youth environments, more requirements for transparency of bonuses and for omnichannel identification of age. A pan-European "single ban" is not expected, but EU digital acts could tighten standards for creatives and targeting.

The Czech model is "allowed under tough conditions": betting advertising is only possible for licensed operators, with notable 18 + warnings and anti-romanticization of winnings. Digital channels remain the main ones, but it is to them that the attention of regulators and the EU will grow. Brands are safer to build marketing on the principles of "transparency, moderation, adult audiences" and keep fallback scenarios in case of new restrictions.