Ukraine’s gambling regulator PlayCity has fined UAF Marketing almost UAH 5.2m ($126,000) for breaching gambling advertising requirements while promoting an online casino as title sponsor of the 2026/27 Ukrainian Cup.
The enforcement action concerns Beton, which became title sponsor of the competition in July. The Ukrainian Football Association has subsequently referred to the tournament as the Beton Cup of Ukraine across its official channels.
According to PlayCity, advertising was published through the UAF’s Threads account despite the account not being included in Ukraine’s Register of Media Entities. The regulator also identified missing 21+ audience warnings on the UAF website and its Instagram and YouTube channels.
Advertising materials additionally lacked required warnings covering gambling addiction risks and responsible gambling principles.
Ukraine strengthened its gambling advertising framework through Law No. 4116-IX, which came into force on 1 April 2025. The legislation restricts the channels through which gambling can be promoted and sets requirements covering age targeting, advertising content and responsible gambling messaging.
Registered online media may carry gambling advertising when intended for people aged over 21, while platforms can carry such advertising where technical age-targeting measures are applied.
The law also extended advertising requirements to communications identifying gambling operators or their brands as sponsors or partners of activities and events. PlayCity’s guidance identifies missing addiction-risk warnings and advertising directed towards audiences under 21 among examples of unlawful promotion.
The regulator has increased its focus on digital advertising during 2026. It launched an online reporting tool in April for suspected illegal gambling advertising across social media, websites, television, radio and public spaces. More than 250 complaints were submitted during the tool’s first two weeks.
PlayCity has also established direct cooperation with platforms including TikTok, YouTube, Meta, Twitch, Viber, Google and Kick to flag content for review and potential restriction.
In April, PlayCity fined FC Shakhtar almost UAH 5.2m after identifying gambling advertising featuring people under the age of 21 on the club’s official website. The regulator confirmed the sanction as part of its April enforcement activity.
Ukraine approved its first national strategy to combat gambling addiction in August 2026, alongside an operational plan covering 2027 to 2029
