How gambling advertising is regulated in Europe

1) Common EU framework: there is no single "Euroban," but there are basic limitations

At the EU level, gambling advertising is not unified: it is regulated by countries, and Brussels sets the "safety net." The main pillars: AVMSD (advertising in audiovisual media, protection of minors), UCPD (prohibition of misleading/aggressive advertising) and digital laws like DSA, affecting platforms and targeting. The European Commission directly confirms: a separate "general EU law banning gambling advertising" is not yet planned.

2) Italy - a possible departure from a total ban

Since 2018, the "Decree of Dignity" (a complete ban on advertising and sponsorships) has been in effect. In 2024-2025, the rules began to soften for responsible play campaigns and discuss the partial cancellation of the ban, which is critical against the backdrop of new license competitions. Stay tuned for AGCOM updates and government initiatives.

3) Spain - tough, but changing after the trial

Basic restrictions are set by Royal Decree 958/2020 (timings, channels, promo). In April 2024, the Supreme Court partially annulled a number of articles, after which the DGOJ regulator is preparing clarifications (including new warning messages "like tobacco"). It is important for operators to check layouts, prerolls and banners against new warning layouts.

4) Netherlands - banning 'untargeted' ads + blow to sponsorship

Since 2023, a ban on untargeted has been in effect, in 2025 KSA has increased control and is moving to tougher sanctions, including limiting sports sponsorship. In targeting - strict age thresholds (especially <24 years) and requirements for the provability of segmentation.

5) Belgium - "only what is directly allowed is allowed"

The system of royal decrees is structured as a general prohibition, from which there are listed exceptions; From January 1, 2025, additional restrictions are introduced on sports sponsorship/brand exposure in stadiums. Check media mix and club integrations.

6) Germany - watershed 06: 00-21: 00, stop streamers and influencers

The GlüStV 2021 state agreement secured a "watershed" for online slots/poker (advertising is prohibited from 6:00 to 21:00), affiliate restrictions and a ban on influencer formats; regulator GGL actively advocates banning advertising through streamers and requires licenses even for online advertising (including certification from Google).

7) France - ANJ plan and annual approval of promotional budgets

ANJ conducts an annual audit of operators' marketing budgets and promotes tightening: "whistle-to-whistle" in sports, restrictions on the use of images of athletes, strengthening preventive messages (focus on 18-25). The French market requires an ex-ante approach to promoplanes.

8) Sweden - "special moderation" and a course towards tightening

Sweden tightens control: advertising is recognized as risic content; a course towards closing loopholes for nelіtsenzirovannykh and tougher - for young people. In parallel, the advertising of unlicensed brands itself is being interpreted more strictly (to affiliates - carefully).

9) Denmark - updated hydlines: disclosures, ROFUS and "limited-space" media

Spillemyndigheden in the summer of 2025 clarified the guidelines for disclosing conditions and promotions (booted odds, challenges, cashback). Mandatory control of mailings on self-excluded (ROFUS); even in SMS/radio, a minimum should sound - for example, an age marker.

10) UK (out of EU but benchmark) - new "strong appeal" standard

CAP/BCAP in October 2025 updated the guide: any content "with strong attractiveness" for minors is prohibited. For the first time, quantitative orientation by influencers (audience threshold <18) and tough examples of "cultural markers" of the youth environment (styles, memes, gaming references) appeared.

Which practically means "compliance" for creativity and media plan

Content (creative):

No "junior" attributes (T-shirts/esports culture, teenage slang/memes, influencers with a young base). Check the thresholds of the "young audience" and the style of presentation.
Exact disclaimers and warnings - according to the samples of the country (Spain introduces "tobacco" wording).

Media and targeting:

Prohibition of non-targeted advertising (NL), confirmed "expensive" segmentation (age, interests, exceptions).
Observe the "watershed" and channel restrictions (DE: 06: 00-21: 00 - not for slots/poker).
Exclude self-excluded from CRM/retargeting (DK: ROFUS check).

Sponsorships and sports:

NL/BE - a course to reduce/prohibit sponsorship integrations, especially "mass" and youth-exposed. Plan transition periods.

Affiliates and streamers:

DE - actual stop influencer streams in promo gambling; additional bans on "social casinos."

Quick reference by country (2025)

Country	Key constraint	What to check first
Italy	The legacy of a full ban, a course towards partial liberalization	Any public integration/sticker - at risk; follow the new instructions of AGCOM/Cabinet
Spain	RD 958/2020 + post-verdict 2024, new warnings	Texts and templates of RG messages, influence on banners/videos/app-UI
Netherlands	Ban "netarget," tightening sports	Provability of targeting and age filters
Belgium	"Prohibited, except permitted," sports restrictions from 2025	Legality of formats, inventory at stadiums/TV
Germany	"Watershed" 06-21, stop streamers/influencers	Exit nets, separate clauses in contracts with influencers
France	Ex-ante approval of promotional budgets, whistle-to-whistle ideas	ANJ Submission Calendar, Ambassador Portfolio
Sweden	"Special measures of moderation," a course towards tightening	Channels with youth coverage, detachment from unlicensed
Denmark	Updated disclosure/promo guides, ROFUS	Bonus texts (including in "small formats"), CRM cleaning

(See sources in the sections above.)

Pre-launch brand/affiliate checklist

1. Jurisdiction → channel/timing matrix. Add "watersheds," prohibited media and conditions for "limited-space."

2. Anti-juvenile filter. Prove the absence of a "strong appeal" and a young audience (cutoffs for influencers, styles, music, gaming).

3. Disclaimers/warnings. Templates for language/channel (Spain - new "tobacco-style").

4. Sports/sponsorships. Check local bans and transition periods (NL/BE).

5. Affiliates/streams. In DE - do not use; in the rest - an audit of the share of minors.

6. CRM and self-exclusion. Integration with registries (DK: ROFUS), exclusion of self-excluded from mailings.

Common errors (and how to close them)

"Universal" creative throughout Europe. Spain/France will require re-marking of RG texts; NL - targeted evidence; DE - time slots. Solution: localization packages.

Bet on influencers with a young audience. In UK/DE/NL, the risks are maximum. Solution: audit of followers + rejection of "junior" markers.

"Netarget" procurement. In NL - directly prohibited, fines and risk of license/white-list payments.

European gambling advertising is a mosaic of national prohibitions and enhanced requirements for the protection of youth in the common EU "grid" (AVMSD/UCPD/DSA). Trend 2025 - tougher on non-targeted communication, influencers and sports, more mandatory warnings and ex-ante approvals. Commercial success now relies on policy-by-design: localized creatives, formal evidence of targeting, correct disclaimers, pure CRM and timeslot discipline. It reduces risk, preserves access to inventory - and protects your brand in Europe's strictest markets.