Ukraine has launched a large-scale public information campaign aimed at improving awareness of gambling addiction and helping people identify potential loss of control at an earlier stage.
The initiative is being led by the Center for Responsible Gaming, with support from gambling regulator PlayCity and the Ministry of Digital Transformation of Ukraine. Campaign materials have been introduced across 17 regions, including major cities such as Kyiv, Lviv, Odesa and Kharkiv.
Advertising is being displayed on outdoor billboards and digital screens, as well as in the Kyiv Metro and at railway stations. The campaign is intended to make information about gambling-related risks and support options more visible to both players and their families.
Its messaging has been developed around the experiences of people who have previously faced gambling addiction. Organisers conducted in-depth interviews during the preparation process to examine commonly overlooked warning signs, barriers to recognising problematic behaviour and the types of information that may encourage people to seek support.
The campaign aims to adopt a non-judgmental approach, focusing on changes in behaviour and practical next steps rather than stigma.
Materials also include QR codes directing users to a gambling addiction guide previously developed by PlayCity and the Ministry of Digital Transformation. The guide explains how to recognise problematic gambling, outlines available player-protection tools and provides information on where support can be found.
Ukraine has also been developing a longer-term responsible gambling strategy extending to 2035, while recent research identified young people and military personnel as groups facing comparatively higher gambling-related risks.
A recent national study found that 75% of Ukrainians surveyed considered gambling a serious challenge for the country
