Gambling advertising is where public concern about the industry is most visible. Football shirts, TV breaks and social feeds full of betting promotions have led many governments to act since 2018. This guide compares how key markets regulate gambling marketing as of October 2026. Ad rules are tightly linked to restrictions on bonuses, covered separately in bonus and promotion restrictions.
The spectrum of approaches
Countries broadly fall into four groups:
- Regulated but permitted. Detailed content rules, but no general ban. Examples: the UK, Sweden, Denmark, Ontario.
- Time and channel restrictions. Ads allowed only in certain hours or media. Examples: Spain, Germany.
- Targeted-only. Untargeted mass advertising banned, with narrow exceptions. Example: the Netherlands.
- Near-total bans. Examples: Italy, Belgium.
Comparison table
| Country | Core rule | Sponsorship |
|---|---|---|
| Italy | Near-total ban on gambling advertising since the 2018 “Dignity Decree” | Banned |
| Belgium | Most advertising banned since 1 July 2023 under a 2023 royal decree | Stadium sponsorship banned from 2025; small shirt logos allowed until end-2027; all professional sports sponsorship banned from 1 January 2028 |
| Netherlands | Untargeted ads (TV, radio, outdoor, print) banned since July 2023; role models restricted | Sports sponsorship banned from 1 July 2025 |
| Spain | Royal Decree 958/2020: broadcast ads only 1am–5am; Supreme Court annulled several provisions in 2024 | Shirt and stadium sponsorship banned |
| Germany | Online casino, virtual slot and poker ads banned on TV and internet between 6am and 9pm | Allowed with restrictions |
| United Kingdom | CAP/BCAP codes, “strong appeal” ban for under-18s, industry “whistle-to-whistle” ban during live sport | Premier League front-of-shirt ban from 2026–27 season (sleeves still allowed) |
| Sweden | “Moderation” duty for all marketing; no marketing to self-excluded players | Allowed with moderation |
| Canada (Ontario) | Inducements may not be advertised publicly; athletes banned from ads since 2024 | Allowed with restrictions |
| Australia | Broadcast limits around live sport; wider ban proposals debated but not enacted as of late 2026 | Allowed |
Country notes
Italy
The 2018 Dignity Decree (Decree-Law 87/2018) bans almost all gambling advertising and sponsorship in Italy, in every medium. Fines are calculated as a percentage of the value of the sponsorship or ad. Licensed operators may still provide factual information on their own sites. The rule also catches some affiliate and influencer content, which has been a recurring enforcement theme.
Spain
Royal Decree 958/2020 restricted gambling advertising in Spain. It limited broadcast advertising to 1am–5am, banned shirt and stadium sponsorship, and curbed bonuses and celebrity endorsements. In 2024 the Supreme Court partially upheld an industry challenge. It annulled provisions including the ban on celebrities appearing in ads, the restrictions on video-sharing platforms and social media, and the limits on marketing to new account holders, finding they lacked sufficient basis in primary legislation. The time-window restrictions and the sponsorship ban survived.
Belgium
Belgium’s royal decree of 27 February 2023 bans most gambling advertising from 1 July 2023. Remaining exceptions, such as some in-site promotion, are narrow. Sponsorship is being phased out:
- Stadium sponsorship and broadcast sponsorship messages ended on 1 January 2025.
- Small logos (no more than 75 cm², not on the front of shirts) are allowed until the end of 2027.
- All gambling sponsorship of professional sport is banned from 1 January 2028.
The Netherlands
When the Dutch market opened in 2021, a wave of advertising prompted a political backlash. Since 1 July 2023, untargeted advertising for online gambling has been banned, and the use of well-known role models such as athletes is restricted. Sports sponsorship ended on 1 July 2025. In June 2026 the government announced proposals for a near-total ad ban, a bonus ban and a higher minimum age of 21 for high-risk games. As of October 2026 these still need legislation.
United Kingdom
The UK relies on codes rather than bans. The CAP and BCAP codes, applied by the Advertising Standards Authority, prohibit gambling ads with “strong appeal” to under-18s, a rule tightened in 2022. That has in practice removed most top-flight footballers from gambling ads. Licensees also follow an industry code with a “whistle-to-whistle” ban on TV betting ads during live sport before the watershed. Premier League clubs agreed to stop front-of-shirt gambling sponsorship from the 2026–27 season.
Affiliates and influencers
Across all markets, regulators hold licensed operators responsible for marketing by their affiliates and influencers. Unlicensed operators, which ignore ad rules entirely, increasingly use social media and streamers. This is one reason enforcement now targets payment and internet access (see payment blocking and ISP blocking). The business side is covered in igaming affiliate regulation.
Protecting young people
Almost every regime puts protecting minors and young adults at its centre. That means no content with youth appeal, no placement around children’s programming, and age-targeting tools on social media. If you are concerned about a young person’s exposure, see our guide to young people and gambling.
Enforcement
Breaches can lead to regulatory fines, advertising bans or licence conditions, depending on the country.
What to watch
- Whether the Netherlands legislates for a near-total ban
- Belgium’s full sponsorship ban from 2028
- Continuing debate in Australia on a broader ban
- Rules for influencers and streaming platforms, where enforcement lags behind traditional media
Ad rules change frequently, and operators and marketers should take legal advice in each market.
Frequently asked questions
Is gambling advertising banned in the UK?
No. It is permitted but regulated by the advertising codes (CAP and BCAP), enforced by the Advertising Standards Authority, along with Gambling Commission rules and an industry code. Ads must not have strong appeal to under-18s.
Which country has the strictest gambling advertising rules in Europe?
Italy and Belgium are generally regarded as the strictest. Italy has banned almost all gambling advertising and sponsorship since 2018, and Belgium has prohibited most forms since July 2023.
How can I complain about a gambling ad?
Complain to the advertising standards body or gambling regulator in your country. In the UK, that is the Advertising Standards Authority.
Do ad bans actually reduce gambling harm?
The evidence is still developing. Ads are linked to increased intention to gamble, especially among young people and those already experiencing harm, but isolating the effect of a ban is difficult.
Important: This article is general information, not legal, financial or medical advice. Rules change — always confirm with the relevant regulator. If gambling is causing you harm, free support is available.