Lithuania’s Gaming Supervisory Authority (LPT) has closed its investigation into Lošimų Strateginė Grupė, the company operating Betsson in Lithuania, after determining that the operator voluntarily corrected an instance of unauthorized gambling advertising during the review. As a result, the regulator opted not to impose a fine or other sanctions in its 22 January decision.
League Name Violated New Advertising Rules
The inspection centered on the use of the Betsson trademark in the official name of the Lithuanian Basketball League, which had been promoted as “Betsson‑LKL.”
A change to Lithuania’s Gambling Law that took effect on 2 July 2025 prohibits gambling operators’ names from appearing in the titles of sports clubs, leagues, or other sponsored entities. Despite the new rules, the Betsson name continued to appear in the league’s title, prompting the LPT to launch an investigation for unauthorized advertising.
Operator Corrects Violation During Inspection
Once the inspection began, Lošimų Strateginė Grupė acted on LPT guidance and removed the prohibited branding. The league’s name is now presented as:
“LKL, sponsored by Betsson”
—clearly separating the sponsor from the league name, in line with regulatory requirements.
The operator also cancelled the “Betsson LKL” trademark registration, ensuring it is no longer used or published.
Because the violation had been fully resolved by the end of the inspection, the LPT determined that its supervisory objectives had been met without the need for penalties.
Regulator Emphasizes Proportionate Enforcement
The LPT reiterated that its supervisory approach is based on minimal and proportionate intervention, applying sanctions only when compliance cannot be achieved through other means. Given the company’s cooperation and corrective actions, the regulator concluded that further measures were unnecessary.
The authority also clarified that using a bookmaker’s logo or name within the title of a sports club or league constitutes prohibited advertising. However, sponsorship acknowledgments—such as “Club A, sponsored by Company B”—are permitted, provided no logos are used and the gambling brand is not integrated into the entity’s name.
Stricter Advertising Rules Ahead of 2028 Ban
The July 2025 restrictions are part of a broader effort to reduce gambling accessibility and mitigate social harm. They serve as a transitional phase ahead of a complete ban on gambling advertising set to take effect in 2028.
The LPT noted that it has been actively supporting operators through this transition. Since March, the regulator has held five meetings with industry stakeholders, provided 45 individual consultations, and published detailed guidance and FAQs on its website.
Following the July rule changes, the LPT continued its outreach, delivering more than 190 additional consultations and issuing reminders and recommendations whenever potential violations were identified.
