Switzerland - Bid Ad Restrictions

The Swiss model regulates sports betting advertising in a "safety first" logic. Legal operators - Swisslos and Loterie Romande - can promote a product only if strict standards of responsible communication are observed. The goal is to inform the adult audience and at the same time minimize risks for minors and vulnerable groups.

1) Basic principles

Age tolerance 18 + and inadmissibility of any communication "playing" on minors (language, visuals, sites with a high proportion of U18).

Truthfulness and moderation. Promises of "quick/guaranteed" wins, hints of solving financial problems, exaggeration of chances are prohibited.

Transparency of conditions. Any bonus/promotion is accompanied by clear rules (vager, deadlines, exceptions) before activation, without "dark patterns."

Responsible Gaming (RG) by default. In each communication - age marking 18 +, an indication of risks, a link to self-control tools (limits, timeout, self-exclusion).

2) Canals and inventory

TV/radio/outdoor. Allowed subject to time windows/zones, exclusion of children's/family formats and places of concentration of minors (schools, playgrounds, youth centers).

Digital. Performance and content formats are available, but an 18 + age target and exclusion of audiences with a U18 share above the threshold are required; retarget is limited, frequency is capping.

Sites with custom content. Only with strict moderation, age filters and the prohibition of "viral mechanics" that provoke impulsive bets.

Email/SMS/push. Permissible for verified adult users, with explicit consent and easy refusal; aggressive triggers are prohibited.

3) Content limitations

You can't use images, language and attributes that appeal to teenagers (cartoon graphics, school aesthetics, U18 jargon).

Prohibited statements about "skills that guarantee profit," hints of "social status through rates."

You cannot show rates as a substitute for work, study, or a way to pay off debts.

Neutral tonality and clear information about risks and limits are required.

4) Sports sponsorship and branding

Allowed: title/formation partnerships with leagues and clubs, subject to RG messages and 18 +.

Restrictions: youth teams/events are outside the betting branding zone. At family and school activities, bookmaker logos are unacceptable.

Stadium activities: emphasis on awareness and responsible play; promo with "instant reward" and pressure - you can't.

5) Influencers and media faces

Only 18 + and an adult-dominated audience. Provable demographics, explicit advertising mark (# ad), rejection of "hype" wins.

Mandatory elements: RG disclaimer, link to rules and limit tools, absence of "FOMO" and bets "by emotion."

Forbidden: videos "put now, repeat for me," demonstration of large winnings without the context of risks and probabilities.

6) Bonuses and promotions

Clear conditions: vager, expiration date, minimum odds/exceptions - briefly and visible before clicking "Activate."

There are no hidden conditions: prohibition of "overscroll" in small print; Key parameters - on the initial screen.

Responsible design: bonus does not mask risk; prohibited "almost winning - replenish more."

7) Geo-targeting and cross-border

Communication must be consistent with language/canton and not overlap with regions where the operator is not authorized.

Cross-border visibility (social networks/video) - with geo-restrictions and filters by age; "gray import" of traffic to unlicensed sites is not allowed.

8) Frequency and capping

Limiting the frequency of impressions to one user; turning off fluffs/letters at night and in "vulnerable windows."

For users with signs of risk - hard mouthguards or a complete shutdown of the promo.

9) Data and privacy

Data collection and use - minimally necessary, with explicit consent; no juvenile profiling.

Priority is given to leaks/incidents: prompt notifications, corrective actions, audits.

10) Control and responsibility

Internal and external audits of creatives and media plans; storage of material versions and targeting logs.

Monitoring complaints and "hidden purchases"; sanctions are possible for misleading advertising, targeting U18, lack of RG messages.

Sites are responsible for the admission/moderation of advertising.

Check sheets

For operators (Swisslos, Loterie Romande and partners)

1. RG block in each creative: 18 +, risk warning, link to limits/help.

2. Bonus card: vager, term, exceptions - on the first screen.

3. Target: age 18 +, exclusion of audiences with a high share of U18, frequency capping.

4. Content: without "easy money," FOMO and heroization of winnings; neutral tone.

5. Processes: pre-clearance from lawyers/RG officer, storage of versions, show log.

For media platforms and agencies

1. Inventory without U18: exclude children's applications/sections, school locations in the outdoor.

2. Brand verification: licensed operators only; block lists of "gray" domains.

3. Formats: prohibition of aggressive pop-ups, autoplay with "screaming" calls; informative formats are allowed.

4. Reporting: transparent logs of targeting, frequencies, rejected impressions.

For influencers

1. Demographics: 18 + audience confirmed by platform statistics.

2. Marking: # ad/" Advertising, "RG-disclaimer, link to the rules.

3. Tone: without "put like me," without showing "cereal" as the norm, with a reminder of the limits.

Formulation examples

Correct:

💡 "Bets available 18 +. Play responsibly: Set limits. Promotion rules and restrictions - on the offer page"

Incorrect (forbidden):

💡 "Easy Money Today!" / "Repeat my bet and multiply the bank "/" Only for real men - take a chance!"

Q&A (short)

Can I advertise during match broadcasts? Yes, subject to age and content restrictions, with RG disclaimer and no pressure.

Is retarget acceptable? Only 18 +, with frequency restrictions and exclusion of users with signs of risk.

Are promo codes allowed on social media? Yes, with full transparency of the terms and conditions and labeling of advertising; without stimulation of impulsive actions.

Trends 2026-2030

More transparent dashboards for users: promo history, unsubscribing, frequency and subject control.

Strengthening "data ethics": certification of inventory suppliers, audit of teenage share at sites.

Creative without manipulation: useful content (guides by limits, explanation of markets) instead of aggressive offers.

Integration with mass sports for rigid RG-frames and family standards.

Betting advertising in Switzerland is only possible in the format of informing adults and supporting responsible play. The key is age control, fair conditions, soft tone and visible RG instruments. This approach both protects the audience and maintains trust in the legal Swisslos/Loterie Romande ecosystem.