Lithuania’s Gambling Supervisory Authority (LPT) has completed its inspection into Lošimų strateginė grupė, the operator behind Betsson in Lithuania, after identifying unauthorised gambling advertising linked to the Lithuanian Basketball League’s former “Betsson-LKL” name.
The investigation was launched after amendments to Lithuania’s Law on Gambling came into force on 1 July 2025, prohibiting the use of a gambling operator’s name or trademark in the titles of sports clubs, leagues, or other sponsored entities.
Despite the legislative change, the Betsson trademark continued to appear in the official name of the country’s top basketball league, prompting regulatory scrutiny.
During the inspection process, the operator engaged with LPT consultations and took corrective action. The league name was amended to “LKL, sponsored by Betsson”, separating the competition’s identity from that of the betting sponsor.
In parallel, the registered “Betsson LKL” trademark was cancelled and all related advertising was withdrawn.
Following confirmation that no violations remained at the conclusion of the review, LPT decided on 22 January not to impose a fine or other sanctions.
The authority stated that its supervisory objectives had been achieved and cited its principle of minimal and proportionate supervision, under which enforcement measures are applied only when compliance cannot be secured through other means.
LPT reiterated that bookmaker logos or trademarks used directly within the name of a club or league constitute gambling advertising and are prohibited.
However, the regulator clarified that sponsorship acknowledgements without logos, as well as branding on players’ kits or pitch-side signage, remain permitted under current rules.
The authority added that the advertising restrictions introduced in July 2025 represent a transitional phase designed to reduce gambling visibility and related harm, ahead of a comprehensive advertising ban scheduled to take effect in 2028.
LPT has conducted extensive market engagement around the changes, including multiple group meetings, dozens of individual consultations and the publication of guidance materials.
The Betsson case follows continued regulatory enforcement activity in Lithuania. In October 2025, the Gaming Control Authority added four more Flagman Casino domains to its blacklist for operating without a local licence, bringing the total number of blocked gambling websites in the country to 1,923.
Lithuania has overhauled its gambling legislation in recent years, with the most recent updates implemented at the end of 2023, significantly strengthening advertising controls and regulatory oversight
