Tight restrictions on advertising betting - Hungary

Betting advertising in Hungary is only allowed within strict limits. The base is the national advertising law (Act XLVIII/2008), the general act on unfair practices and the profile "gambling" regime (after the reform of 2023). In conjunction, they set "red lines": the protection of minors, the prohibition of misleading content, the transparency of bonuses and the lack of promises of "easy money."

1) To whom and how to show ads

Strictly 18 +. Direct or indirect targeting of minors is prohibited (including images, stylistics and platforms aimed at a youth audience). Advertising should not encourage children/teens to participate in the game.

Licensed services only. You can promote exclusively the offer of a licensed operator; participation in advertising unlicensed games is prohibited. The extraterritorial applicability of Hungarian law also applies to online services available from Hungary.

2) What is prohibited in the content of ads

Promises of financial success/" getting out of trouble." Advertising should not give the impression of guaranteed income or the solution of material difficulties by rates.

Misleading bonus positioning. "Free/free," "no risk," etc. are permissible only with clear disclosure of conditions; otherwise - misleading.

Risk concealment. An appropriate responsible message (RG) is required, the absence of heroization of excitement and the imposition of "social status" through the game. (General Advertising Integrity Requirement.)

3) Channels, format and placement

Media and venues. Audiovisual and radio advertising fall under media codes and oversight; platforms and publishers share responsibility for compliance.

Digital targeting. Operators are required to use age-gating filters, geo-targeting for Hungary (for a local license) and "black lists" of audiences (minors, vulnerable groups). This follows from the combination of advertising law, RG duties and license compliance.

Influencers and celebrities. Allowed only when promoting licensed products and subject to general restrictions (no appeal to minors, no mislide).

4) Bonuses, "inductors" and promotional mechanics

Full T & Cs required: vager, minimum odds, timing, markets contribution - explicit and readable.

Aggressive "provocations to the game" and pressure on vulnerable audiences are prohibited; promo cannot mimic "guaranteed benefit." (Qualified as unfair practice/mislid.)

5) Sports sponsorship and team uniforms

Sponsorship of clubs/tournaments is possible, but branding and communication must comply with advertising restrictions: without child targeting, without promises of income, with RG messages where appropriate. (General consequence of advertising act and professional regulation.)

6) Post-Reform Online Marketplace: Controls and Sanctions

Since 2023, Hungary has opened sports betting for operators from the EEA with a local license - along with this, supervision over marketing and access to unlicensed sites has increased. The regulator regularly applies blocking against violators.

Both the operator and the site/publisher are responsible: fines, prescriptions, in case of serious violations - access measures. (General rule for advertising violations and gambling supervision.)

7) Compliance checklist for operator and agency

1. The product is licensed in Hungary; domain/application corresponds to the license.

2. In the media plan, platforms/formats with a children's/youth audience are excluded; included age-gating and negative audiences.

3. There are no promises of income and hidden conditions in creatives; all T&C and RG messages are readable.

4. Influencer content is labeled, calls for responsible play, promotes only a licensed offer.

5. For cross-border traffic, geo-filters and blocks for IP from Hungary are configured if the product is not licensed. (Extraterritoriality of application of law.)

8) What matters to the player and the reader

Advertising is not a guarantee of "fair winnings": check the operator's license, bonus conditions and the availability of RG tools.

Avoid unlicensed sites: in addition to risks with payments, they are under active blocking of the regulator.

Bottom line: Hungary allows advertising of betting only with strict adherence to the rules: no child targeting, mislid and "free miracles," clear T&C and RG messages, promotion of only licensed products. For brands, this means a thoughtful media plan and impeccable compliance; for players - clear guidelines on how to distinguish bona fide communication from risky.