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TOP-10 of countries where casino advertising is restricted by law
In Europe, there is no single "eurozone" about gambling advertising - each country moves in its own way. In 2023-2025 there is only one trend: stricter towards non-targeted advertising, sports sponsorships and "youth" creatives, plus an increase in formal requirements for disclosures and warnings. Below are ten countries where the rules are especially stringent or significantly tightened by October 24, 2025.
TOP-10 and what is important in them
1) Italy - "decree of dignity" and possible partial liberalization
Status: Since 2018, there has been a de facto general ban on advertising and sponsorships (Decreto Dignità). In 2025, there is a discussion of point liberalization and clarification of restrictions through AGCOM guidelines.
2) Spain - rigid frame + partial cancellation of some prohibitions by the court
Status: Royal Decree 958/2020 severely curtailed advertising; in April 2024, the Supreme Court annulled some of the norms (including about celebrities), but the strict base and new warnings remain.
3) Netherlands - banning "untargeted" advertising and stop sponsorship of sports
Status: netarget is prohibited from 2023; From July 1, 2025, sponsorship of sports clubs and competitions (including short slides and uniforms) is prohibited. Hard age filters and provability of targeting.
4) Belgium - "only what is directly allowed is allowed"
Status: from July 1, 2023 - a royal decree with a general presumption of prohibition of advertising, then - consistent tightening: from January 1, 2025, stadium placements/brand expositions are prohibited and sports sponsorship is limited.
5) Germany - "watershed" and the prohibition of influencers
Status: under the Inter-Land Agreement GlüStV 2021 - a ban on advertising online slots/poker from 06:00 to 21:00, strict restrictions on affiliates and a ban on influencer advertising; plus additional clarifications of the GGL regulator.
6) France - course for "whistle-to-whistle" and pre-budget control
Status: Regulator ANJ promotes ban on advertising during sports broadcasts (whistle-to-whistle) and strengthens sponsorship oversight; there is a practice of ex-ante control of marketing budgets of operators.
7) UK - "strong appeal" standard and tightening for influencers
Status: updated CAP/BCAP guidelines (October 2025): advertising should not have strong appeal to minors; the ban on the use of popular <18 celebrities/influencers is increasing.
8) Sweden - "special moderation" and new guidelines 2025
Status: the traditional principle of "special moderation" in advertising; in 2025, the Consumer Protection Agency introduced guidelines with an emphasis on "adult target," while amendments to the Gambling Law are being discussed.
9) Denmark - update of rules on disclosures and promotional mechanics
Status: in the summer of 2025, the DGA updated the disclosure guide (disclaimers, "small formats") and the promo guide (boosted odds, challenges); there are requirements to exclude self-excluded (ROFUS) from CRM.
10) Lithuania - a phased path to a complete advertising "dry" model
Status: from July 1, 2025 - a new package of strict restrictions (including the ban on outdoor), a course towards a complete ban on advertising by 2028; while there are still point exceptions (e.g. limited sponsorships).
What about Poland? (honorable mention)
Poland retains strict rules: in fact, advertising is allowed within a very narrow framework (mainly rates, with night windows on TV/radio, strict disclaimers; inside licensed outlets and on a licensed site - allowed). When drawing up a media plan, treat the country as "high-risk" for promo.
Quick reference: what counts as a "red zone"
Non-targeted exposure in mass media and OOH (NL/BE/ES) - high risk.
Sports sponsorship (uniforms, boards, naming rights) - banned or exiting (NL/BE; pressure in FR/IT/ES).
Influencers/streamers - under direct prohibition or under ultra-hard filters (DE/UK).
Youth markers in creativity (meme culture, gaming references, sports/reality heroes) are banned in the UK and are actually toxic in the EU.
Timeslots: watersheds and "quiet zones" (DE 06: 00-21: 00; night windows in PL for bets).
Table-hint (2025)
What to change in creatives and media plan - a practical checklist
1. Proven targeting 18 +: segment audits and clean channels; for NL, document the youth exclusion methodology.
2. Anti-juvenile style: no memes/game heroes/football-aikons; for UK - take the strong appeal test.
3. Disclaimers and warnings: local templates (ES - enhanced messages).
4. Timeslots: Display quiet zones (DE: 06-21) in the media calendar and automate stop lists.
5. Sports sponsorship: Check transition periods (NL/BE), prepare inventory replacement plan.
6. CRM/retarget: exclude the self-excluded (ROFUS, analogues), update the databases once a day.
Frequent mistakes
"One creative for the whole of Europe" - will lead to refunds/fines in ES/NL/BE.
Ignoring "watersheds" and night windows (DE/PL) is a risk of sanctions.
Betting on influencers and youth formats - in DE/UK/NL this is a zone of quick locks.
European casino advertising is a mosaic of strict national rules. If you are planning a campaign in 2025, proceed from the "worst case" by country from our TOP-10 and transfer the requirements to processes: localized creatives, formal evidence of targeting, timeslot discipline, correct warnings and "clean" CRM. This way you retain access to inventory, minimize penalty risks - and make marketing predictable in the most regulated part of Europe.