Gambling Advertising Compliance Across Europe: Country-by-Country Matrix

No area of gambling regulation has moved faster in the last five years than advertising. Markets that once permitted broad marketing have introduced bans, time windows, bonus restrictions and influencer rules, and multi-market operators now manage a different rulebook for every country. This matrix summarises the position in the main European markets and closes with a checklist for keeping campaigns compliant.

Netherlands

Untargeted advertising on television, radio, outdoor and print is banned. Online advertising must be targeted away from under-24s and vulnerable groups, sports sponsorship has been phased out and the use of role models is prohibited. The KSA actively fines breaches.

Italy

The Dignity Decree bans almost all gambling advertising and sponsorship, with narrow exceptions for informational content. Enforcement by AGCOM has produced large fines for operators, media and platforms.

Belgium

A royal decree introduced a near-total advertising ban from 2023, with sports sponsorship phased out and only limited exceptions. Bonus and inducement rules were already strict.

Spain

Advertising is largely limited to a late-night window, bonuses may only be promoted to verified existing customers, celebrities may not appear in ads and sponsorship of sports shirts is prohibited. Social media and influencer marketing are tightly constrained.

Sweden

Advertising must be moderate, a single welcome bonus is permitted, and a duty of care applies to marketing content. Spelinspektionen and consumer authorities enforce actively, and amendments have targeted advertising of unlicensed operators.

Germany

Advertising for virtual slots and online poker is restricted by time of day and channel, affiliate marketing is closely policed, and the GGL has enforcement powers over unlicensed advertising including action against intermediaries.

United Kingdom

Advertising is permitted under the CAP and BCAP codes with rules on appeal to under-18s, including a ban on content of strong appeal to children, restrictions on bonus terms, and licence conditions on fair and open marketing. Sponsorship on football shirt fronts is being phased out voluntarily.

Poland

Gambling advertising is banned except for licensed mutual betting, which may advertise with mandatory warnings, no appeal to minors and time restrictions on broadcast media. Promoting unlicensed operators is a fiscal offence that has been enforced against influencers and affiliates.

Lithuania and Latvia

Lithuania has a near-total advertising ban with limited exceptions; Latvia restricts advertising outside gambling venues and online operators’ own sites.

Malta, Isle of Man and Gibraltar

As licensing hubs, they regulate advertising principally through licence conditions on fairness, responsible gambling and non-misleading content, deferring to the rules of the target market.

Compliance checklist for multi-market operators

Maintain a market-by-market advertising rule matrix updated quarterly; route every campaign through a pre-approval workflow with legal sign-off; apply the strictest applicable rules to pan-European assets; audit affiliates and influencers against each market’s rules; keep bonus terms fair, prominent and compliant; exclude self-excluded and vulnerable players from marketing lists; and document approvals so they can be shown to a regulator.

Our compliance team reviews campaigns and runs advertising compliance programmes for multi-market operators. See also gambling advertising rules in Poland.