Restrictions: advertising control, mandatory player verification

Greece has built one of the most responsible regulatory models for iGaming in Europe, where market growth is accompanied by social protection measures. Two elements play a central role in this process - tight control over gambling advertising and mandatory player verification (KYC).

Such a combination strikes a balance between business freedom and the public interest, reducing the risks of ludomania, money laundering and underage participation.

1) Legislative framework

Restrictions are determined under Law 4002/2011 and the 2019 amendments regulating online gambling and advertising of gambling services. Control is carried out by the Hellenic Gaming Commission (EEEP), which forms standards for operators and monitors their compliance.

2) Advertising control: principles and prohibitions

Greek law strictly distinguishes between permissible and prohibited advertising of gambling:

Marking 18 +. All ads are required to include an age tag and a warning about the risks of addiction.
Prohibition of aggressive marketing. Operators are not allowed to use language like "easy money," "guaranteed winnings" or "no risk."
Advertising time limits. TV and radio advertising is allowed only in the late hours (after 23:00).
Bonus limitation. Overly stimulating promotions are prohibited without clear conditions for wagering. All bonuses must be accompanied by complete information about the requirements and timing.
Control of influencers and streamers. Promotion of gambling in social networks is allowed only with a license and under the supervision of EEEP.

EEEP regularly monitors the media space, imposing fines on violators (up to €200,000 for unethical or misleading advertising).

3) Responsible communication

All operators are required to post links to help services and hotlines for people with signs of gambling addiction.

Advertising should be informational, not campaigning - emphasizing the legality, not the "excitement" of the game.

Sponsorship of sports clubs is permitted but requires visible labelling and restrictions on children's audiences.

4) Mandatory Player Verification (KYC)

From 2021, all players wishing to participate in gambling are required to undergo a full identification procedure:

1. Passport or ID card - proof of identity.

2. Proof of address (utility bill, bank letter).

3. Age limit: access to games is only possible from the age of 21.

4. Liveness check (photo or video in real time).

Without completed verification, the player cannot:

deposit over €150;
withdraw funds;
participate in live games or tournaments.

5) Process control infrastructure

All verification data is stored on servers in the EU, in accordance with GDPR.

EEEP requires operators to regularly report new registrations, suspicious transactions and KYC errors.

AI anomaly detection systems are used - for example, identifying fake accounts and duplicate devices.

Non-verified players are automatically excluded from promotions and bonus programs.

6) Communication with Responsible Gaming

Identity checks help prevent minors and addicts from playing.

EEEP controls that all platforms offer self-exclusion, deposit and time limits, and notifications of long sessions.

Each operator is required to have a certified Responsible Gaming specialist who advises customers and employees.

7) Sanctions and enforcement

Violation of the rules entails serious consequences:

fines up to €500,000;
blocking sites;
license revocation in case of systematic violations.
EEEP also collaborates with the Ministry of Justice and financial structures to prevent AML violations and fraud activities.

8) Effect on the industry

Advertising control has made the market more civilized and socially safe.

Full player verification increased trust and reduced fraud.

Responsible policy has led to an increase in the share of the legal sector (more than 80% of the market by 2024).

Companies began investing in their own KYC platforms and RG analytics, turning compliance into a competitive advantage.

9) Future outlook

Until 2030, it is planned to introduce a single national platform KYC and RG, combining data from all operators.

A transition to dynamic ad control is possible - algorithms will automatically assess the risk of "harmful content."

Greece could become the EU's model jurisdiction for digital identification and responsible marketing.

The Greek gambling market demonstrates how strict regulation can not restrain, but stimulate the development of the industry.

Advertising control protects society from manipulation, and mandatory player verification builds trust and transparency.

As a result, Greece has become an example of a civilized and ethical iGaming market, where industry development goes hand in hand with social responsibility.