A citizen petition submitted through the European Citizens’ Initiative (ECI) has called on the European Commission to consider introducing an EU-wide ban on online gambling advertising.
The proposal, which originated in Cyprus, has not been adopted by EU lawmakers. However, the ECI process allows citizens to request that the European Commission consider new legislation, and previous petitions have resulted in changes to EU law.
Malta has publicly opposed the proposal, arguing that gambling regulation should remain primarily the responsibility of individual member states.
Existing EU Rules Already Restrict Advertising
The European Union already regulates advertising in several sectors.
Current legislation prohibits cross-border tobacco advertising, restricts targeted advertising to minors under the Digital Services Act, bans misleading environmental claims under the Unfair Commercial Practices Directive, and prohibits direct-to-consumer advertising for prescription medicines.
Several EU countries have also introduced national restrictions on gambling advertising.
Italy and Belgium have implemented near-total bans on gambling advertisements, while Poland restricts advertising for most gambling products except mutual betting. The Netherlands prohibits untargeted gambling advertising, and countries including Spain, Croatia, and Ireland limit television advertising to late-night hours.
Illegal Gambling Ads Remain a Concern
European regulators continue to express concerns about advertising by unlicensed gambling operators on social media platforms.
Authorities in several jurisdictions have criticized platforms such as Meta for failing to prevent illegal gambling advertisements from reaching consumers.
The Dutch gambling industry association VNLOK has also submitted a complaint to the European Commission, arguing that Meta has not done enough to remove illegal gambling promotions.
Any future EU-wide advertising framework would also need to address how enforcement would operate alongside existing national gambling regulations.
Malta Warns of Unintended Consequences
Malta has argued that a blanket advertising ban could strengthen the illegal gambling market rather than improve consumer protection.
Speaking during a petition hearing, Maltese Member of the European Parliament Peter Agius said restricting advertising for licensed operators could push consumers toward unregulated gambling websites that operate outside EU oversight.
He also emphasized that gambling regulation remains largely a national responsibility, while the European Union’s role has traditionally focused on preventing misleading or aggressive marketing practices.
Agius cited a 2023 study prepared by Strategy& (PwC) for France’s gambling regulator, ANJ, which found significantly higher rates of problem gambling among customers using illegal gambling websites compared with licensed operators.
He argued that effective consumer protection depends on a well-regulated licensed market that enforces age verification, promotes responsible gambling, and monitors player behavior rather than prohibiting advertising altogether.
