Estonian regulators flag non-compliance in nearly half of gambling ads
2026-07-28
Source: Global Gaming Insider
The Estonian consumer authority found that 45% of 230 gambling advertisements inspected in 2025 breached the Advertising Act, with violations including misleading content and non-compliant warnings. Regulations vary by gambling type, and a review of the law is ongoing but at an early stage.
Estonia's Consumer Protection and Technical Regulatory Authority (TTJA) has reported that a substantial share of gambling advertisements examined during a recent enforcement sweep failed to meet legal standards. The authority reviewed 230 gambling adverts in 2025, finding that 104 of them — or 45% — violated the country's Advertising Act.
Diana Lints, a spokesperson for the TTJA, detailed the nature of the infractions. These ranged from deceptive marketing messages to warning labels that did not comply with statutory requirements, as well as adverts that are outright banned under current law.
Mari-Liis Aas, a consumer protection adviser at the Ministry of Economic Affairs and Communications, clarified that the rules vary significantly by gambling category. For games of chance such as poker, roulette and slot machines, broadcast advertising is generally prohibited except within licensed venues. By contrast, lotteries and sports betting are subject to more permissive advertising conditions, though specific restrictions still apply.
Aas also noted that the Advertising Act is under review, but stressed that the process remains in its early stages. No conclusions have been reached regarding potential changes to gambling advertising regulations.