A proposed ban on online gambling advertising across the European Union is sparking concerns of pushing players towards unregulated markets, according to Maltese MEP Peter Agius. Speaking at a recent petition hearing reported by CasinoNieuws.nl, Agius cautioned that such a widespread prohibition could potentially undermine consumer protection, rather than bolster it.
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Concerns Over EU-wide Advertising Ban
The debate was initiated by a petition from a Cypriot citizen urging the EU to outlaw all gambling advertising. The petitioner argued that pervasive gambling promotions on social media and billboards pose risks to vulnerable groups, including minors, the elderly, and those recovering from gambling addiction. Still, while Agius acknowledged the importance of protecting these groups, he questioned whether a sweeping ad ban would effectively meet these goals or simply drive demand towards the shadowy world of illegal operators. But “The EU should tread carefully to avoid merely displacing demand to unsafe operators,” Agius advised. He emphasized the need for targeted measures rather than blanket bans.
Regulatory Fragmentation Within the EU
Agius pointed out the complexity of gambling regulation across the EU, where policy traditionally falls under national jurisdiction. The EU’s primary focus has been on preventing misleading advertising rather than imposing outright bans. This patchwork of regulations can create gaps in enforcement. A 2023 study by the French regulator l’Autorité Nationale des Jeux (ANJ) highlighted this issue, showing that problematic gambling behaviors were far more common among customers of illegal operators than those using licensed services. Agius used these findings to argue that a regulated market with strict consumer protections is the best defense against gambling-related harms.
Illegal Market Pressures and Legal Challenges
National strategies on gambling advertising differ widely within the EU. Some countries have recently introduced stricter measures, while others have remained lenient. For instance, the Dutch trade association VNLOK recently took legal action against Meta, citing the deluge of illegal gambling ads on Facebook and Instagram. Unlicensed operators accounted for over 95% of such ads on these platforms in late 2025. This issue isn’t isolated to the Netherlands. Across Europe, the growing illegal market is posing major challenges, as both regulators and industry bodies work to keep consumer protection and channelisation—directing consumers towards legal options—aligned. Overly restrictive advertising laws might inadvertently push consumers towards unregulated services.
Wider Implications and Future Steps
Other European countries are facing similar challenges. Germany’s tough advertising regulations have seen players flocking to unlicensed platforms, and in the Netherlands, the rate of channelisation fell below 50% in 2025, leading to the illegal market surpassing the licensed market in revenue. The ongoing debate highlights a critical question for EU policymakers: how to effectively regulate gambling advertising without encouraging the growth of the illegal market. The timing is crucial, as these discussions come just weeks before the annual regulatory review. Regulators are expected to revisit these concerns and potentially adjust their strategies in the coming months, aiming to balance consumer protection with the health of the legal gambling market.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
