Belarus is preparing a major overhaul of its gambling advertising rules, with proposed measures set to restrict online casino, sports betting and lottery promotions across the country.
The changes, developed by the Ministry of Antimonopoly Regulation and Trade, have not yet become law and still require approval from the relevant government authorities. If adopted, however, they could significantly reduce the ways licensed gambling operators are allowed to promote their products.
Online casino and betting ads in the crosshairs
The proposed framework would place broad restrictions on advertising for online casinos, sports betting and other gambling products, while also extending limitations to electronic interactive games and lotteries.
The stated objective is to reduce consumers’ exposure to gambling and address concerns surrounding problem gambling.
Importantly, the measures would not target only unlicensed operators. Licensed gambling companies would also face tighter advertising rules, limiting the channels and time periods in which they can promote their products.
The move follows a broader tightening of Belarus’ approach to gambling advertising. In January, Google confirmed that gambling-related advertising in the country would only be permitted for operators that had obtained the necessary local authorisations.
Celebrities and animals could disappear from gambling campaigns
The proposed rules would also change what gambling advertisements are allowed to look like.
Licensed operators could be prohibited from using celebrities, ordinary people and animals in promotional imagery. Authorities appear to be taking the view that such visuals can make gambling appear more familiar, attractive or harmless to consumers.
Advertising would also be restricted to specific time windows and selected channels, reducing operators’ ability to reach potential customers.
For the industry, this could mean a substantial shift away from traditional advertising strategies and towards more limited forms of brand communication.
Belarus joins wider European debate
Belarus’ proposed restrictions come amid continuing debate across Europe over how much gambling advertising should be permitted.
Italy has already adopted one of the continent’s toughest approaches, while Spain initially moved towards a broad advertising crackdown before its rules were subsequently eased following a Supreme Court intervention.
Spain’s experience has highlighted the tension between consumer protection and the need for regulated operators to remain visible to customers, particularly when illegal gambling websites continue to operate.
For Belarus, the next step will be approval of the proposed measures by the relevant authorities. If they come into force in their current form, the country’s gambling sector could face one of its most significant advertising shake-ups in recent years.