The differences in the regulation of online casino advertising at the international level

Sven Müller June 16, 20255 November 2025 Digital, Goodies, Gaming, Campaign, Marketing, Advertising

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Advertising for online casino portals can be very lucrative for advertisers. However, this industry is complicated, as gambling advertising regulations vary from country to country.

Content:

Agencies, companies and media must increasingly deal with the regulations that apply to individual countries, as gambling is increasingly shifting to the digital sector.

In order to regulate and standardize the online gambling industry in Germany, the then German government passed the State Treaty on Gambling in June 2021.

Since then, it has been legal to operate an online gambling portal in Germany if the operator has a valid license from the Joint Gambling Authority of the German States (GGL).

Since then, strict regulations have also been in place for the gambling advertising segment, which operators must adhere to.

How media and agencies should handle advertising requests from new operators

The German online gambling industry is currently experiencing a clear upward trend. Day by day, new casinos on the market and provide their services to you. If you take a look at online platforms that compare online casino portals, this becomes very apparent.

Regardless of whether it is legal online casino portals with a valid license to operate in Germany, operators with a foreign license or illegal online casino portals without any license, the growth is significant.

So how do media and PR agencies deal with the applications of such online casino portals in terms of advertising?

Even providers from abroad who do not valid GGL license have the opportunity to advertise indirectly in Germany, for example, through affiliate marketing channels. Many operators also use sponsorship as an alternative.

German agencies and media outlets should exercise extreme caution regarding such inquiries. If German gambling regulators determine a violation of applicable regulations, the media outlet or agency is always liable in case of doubt.

Therefore, if you're considering placing online gambling advertising on your website, make sure the operator has a valid license to operate in Germany. Only then can you be sure that you're not running the risk of violating applicable laws.

The regulations regarding gambling advertising in Germany in detail

Since June 2021, German players have been legally allowed to play and place sports bets on the portals of online casinos licensed in Germany.

Operators, on the other hand, must meet strict requirements to be allowed to provide their services. Regulations are particularly stringent in the area of gambling advertising.

For online slots, online poker, and online casinos in general, advertising in Germany may only be broadcast between 21 p.m. and 6 a.m. This regulation applies to radio and TV advertising.

Online advertising is also strictly regulated. Banner advertising, influencer marketing, or commercials are only permitted under extremely strict conditions.

For example, the risks associated with gambling must be made clear at all times, and minors must be denied access to any gambling advertising on the Internet.

International regulations for gambling advertising

In Germany, the gambling industry is centrally regulated by the State Treaty on Gambling. Different legislation applies internationally and in Germany's neighboring countries.

◉ Great Britain: In England, Ireland, and Scotland, the regulation of gambling advertising is carried out and monitored by the UK Gambling Commission. The authority takes extremely strict action against any violations. Football teams will also be banned from wearing jerseys with casino advertising in the future.

◉ Italy: There is a complete ban on advertising gambling in Italy.

◉ Spain: In Spain, the broadcast of gambling advertisements is only permitted at night. It is also prohibited celebrity as an advertising medium for gambling. Special bonus offers, such as the welcome bonus, may not be publicly advertised. This is intended to severely limit the visibility of gambling in Spain.

◉ Sweden: The approach taken by the authorities in Sweden is most similar to that of the GGL.

◉ USA: In the United States, gambling is not regulated at the federal level, but rather at the state level. While some states, such as Nevada and New Jersey, are very open to online gambling and allow advertising, gambling advertising is completely prohibited in other states. This makes the market in the USA quite confusing for providers from all over the world.

Media and agencies must take this into account

For agencies, platform operators or media houses The question arises as to how revenue can be generated from advertising in the gambling sector in a legally compliant manner?

For agencies from Germany, it's clear that they must comply with German law. They may only advertise for licensed operators.

All advertising content must comply with youth protection laws. Advertising in podcasts or similar formats is also permitted only if the rules are followed.

Agencies that work on an international basis also face the challenge of understanding country-specific regulations and applying them accordingly.

Transparency and responsibility are the decisive factors

Gambling advertising remains a hotly debated topic.

Especially in a European comparison, it becomes clear how differently countries deal with the balance between economic interests and the protection of players.

For agencies and media, this means: keep your eyes open when accepting orders…