VILNIUS – The Lithuanian Gambling Control Authority (LPT) has initiated an inspection into Gaming Strategy Group over alleged unauthorized advertising of the Betsson brand, which it manages. This follows prior warnings issued to the company regarding the use of third parties to circumvent national restrictions on gambling promotion.
Stricter Advertising Rules Now in Effect
As of 1 July 2025, Lithuania implemented new restrictions aimed at curbing the visibility and societal impact of gambling. These measures mark a transitional phase ahead of a complete ban on gambling advertising. Under the revised Gambling Act, operators are prohibited from incorporating the names of sports clubs, individuals, or affiliated entities into their brand or promotional materials.
Despite this, the Lithuanian Basketball League (LKL) recently announced its upcoming season will be titled Betsson-LKL, raising concerns about compliance.
Regulatory Guidance and Market Adaptation
The LPT has actively guided stakeholders through these changes:
- 5 formal meetings held since March with industry participants
- 45 individual consultations provided
- FAQs and regulatory updates published on the LPT website
Following the July implementation, the Authority has continued offering practical advice and issuing reminders to ensure proper adaptation. Where potential violations are identified, operators are encouraged to clarify and adjust their practices.
Sports Sponsorship Still Permitted — With Conditions
While gambling operators may still sponsor sports clubs, the use of gambling brands in club names is now prohibited. Acceptable forms of sponsorship include:
- Displaying sponsor names at events (e.g., signage, athlete uniforms)
- Clearly separated acknowledgments such as:
“Basketball Club A, sponsored by Betting Company B”
At least three basketball clubs have already modified their branding to comply with the new law.
Enforcement and Penalties
The LPT emphasizes that non-compliant advertising may result in:
- Fines for the gambling organizer
- License suspension warnings if violations persist after formal decisions
The Authority remains committed to ensuring a responsible gambling environment and urges all market participants to adhere strictly to the updated regulations.
